Chapter 5 Culture & Consumer Behavior American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine

Chapter 5 Objectives Explain how advertising differs from the basic communication process Outline the consumer perception process & explain why “perception is everything” Describe how a consumer’s level of involvement with a product influences the decision-making process Describe the fundamental motives behind consumer purchases Explain how advertisers deal with cognitive dissonance Discuss various influences on consumer behavior

Framework of cross-cultural consumer behavior Consumer behavior domains Attributes “ who” P rocesses “ how” Social processes Motivation , emotion Group processes Mental processes Cognition, learning Language, perception Attribution Information processing Communication Decision making Personality Self-concept Identity, image Attitude Lifestyle Product ownership and usage Adoption/diffusion of innovations Complaining behavior Brand loyalty Responses to advertising Media usage Source: Adapted from Manrai and Manrai (1996) Income Consumer The person Values, culture

Consumer behavior The study of the processes involved when people select, purchase, use or dispose of product, services, ideas or experiences to satisfy need and desires

The study of the processes involved when people select, purchase, use or dispose of product, services, ideas or experiences to satisfy need and desires

Consumer behavior

Consumer behavior I AM WHAT I COSUME SELF PERSONALITY

I AM WHAT I COSUME

SELF

PERSONALITY

Consumer attributes Concept of self Self descriptions, self evaluations Self enhancement, self esteem Personality Personality traits Identity and image Attitude Relationship attitude-behavior Lifestyle

Concept of self

Self descriptions, self evaluations

Self enhancement, self esteem

Personality

Personality traits

Identity and image

Attitude

Relationship attitude-behavior

Lifestyle

Consumer attributes People buy product that are compatible with their SELF-CONCEPT Or rather that enhance their “ideal-self|”

People buy product that are compatible with their SELF-CONCEPT

Or rather that enhance their “ideal-self|”

The self-concept The self consists of the body, family, possessions, moods, emotions, conscience, attitudes, values, traits, and social position The self-concept plays a central role in behavior and psychological processes. Major distinction between independent self and interdependent self; ‘me’ as a unique entity or ‘me’ as integrated in the social environment.

The self consists of the body, family, possessions, moods, emotions, conscience, attitudes, values, traits, and social position

The self-concept plays a central role in behavior and psychological processes.

Major distinction between independent self and interdependent self; ‘me’ as a unique entity or ‘me’ as integrated in the social environment.

The self-concept The concept of self is rooted in individualism A person is an autonomous entity In the collectivist model of the self, persons are fundamentally interdependent with one another A person is an interdependent entity Real self vs ideal self

The concept of self is rooted in individualism

A person is an autonomous entity

In the collectivist model of the self, persons are fundamentally interdependent with one another

A person is an interdependent entity

Real self vs ideal self

Hierarchy of Effects Model 6- Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

7- The Hierarchy of Effects Model Message Strategies & Advertising Components

Self-respect, self-esteem Self-respect and self-esteem important US values targeted in marketing. Self enhancement Group enhancement

Self-respect and self-esteem important US values targeted in marketing.

Self enhancement

Group enhancement

Personality Is the sum of the qualities and characteristics of being a person in individualistic cultures where the person is defined as an independent self-contained, autonomous entity who comprises a unique configuration of internal attributes (traits, abilities, motives and values)

Is the sum of the qualities and characteristics of being a person in individualistic cultures where the person is defined as an independent self-contained, autonomous entity who comprises a unique configuration of internal attributes (traits, abilities, motives and values)

Personality Basic assumptions of individualistic cultures: People should distinguish from others Cross-situational consistency Personality traits are universal In collectivistic cultures Person is interdependent entity Individual behavior is situational Characteristics vary by social role

Basic assumptions of individualistic cultures:

People should distinguish from others

Cross-situational consistency

Personality traits are universal

In collectivistic cultures

Person is interdependent entity

Individual behavior is situational

Characteristics vary by social role

Identity Identity is the idea one has about oneself, one’s charactericti propreties, one’s own body and the values one considers important

Identity is the idea one has about oneself, one’s charactericti propreties, one’s own body and the values one considers important

Identity In Western societies, people tend to assess the identity of self and others based on personality traits Age, occupation and material symbols

In Western societies, people tend to assess the identity of self and others based on personality traits

Age, occupation and material symbols

Identity In collectivist culture /societies, people are not used to do so They assess themselves in terms of their ability to maintain harmonious relationships with others One’s identity is the group: the family, neighborhood, school or the company where one works

In collectivist culture /societies, people are not used to do so

They assess themselves in terms of their ability to maintain harmonious relationships with others

One’s identity is the group: the family, neighborhood, school or the company where one works

Image Image is how others see and judge a person

Image is how others see and judge a person

Body Image In Western psychology, the body is viewed as part of the identity Body esteem is related to self-esteem, and people attribute more desirable characteristics to physically attractive persons Desirable appearance leads to greater self-esteem

In Western psychology, the body is viewed as part of the identity

Body esteem is related to self-esteem, and people attribute more desirable characteristics to physically attractive persons

Desirable appearance leads to greater self-esteem

Body Image In Japan, where people attribute success more to external than to internal sources There is less emphasis on the body as a source of esteem The development of self-esteem and happiness, external physical appearance is less important than success in social role performance

In Japan, where people attribute success more to external than to internal sources

There is less emphasis on the body as a source of esteem

The development of self-esteem and happiness, external physical appearance is less important than success in social role performance

self esteem a Dove film - Girl's self-esteem

a Dove film - Girl's self-esteem

Body Image In IDV cultures gap between real and ideal self; search for ideal body; body esteem = self esteem Models pose as independent persons Asia: less emphasis on body as source of self-esteem Cultural groups have different definitions of physical attractiveness In collectivistic cultures physical appearance less important than success in social role performance Models pose in ways to show dependency, harmony: open face, girlish pose On magazine covers poses in US media defiant, reflect independence. In Asia open: dependence.

In IDV cultures gap between real and ideal self; search for ideal body; body esteem = self esteem

Models pose as independent persons

Asia: less emphasis on body as source of self-esteem

Cultural groups have different definitions of physical attractiveness

In collectivistic cultures physical appearance less important than success in social role performance

Models pose in ways to show dependency, harmony: open face, girlish pose

On magazine covers poses in US media defiant, reflect independence. In Asia open: dependence.

Dove campaign for real beauty Unilever developed global “campaign for real beauty” for its personal care brand Dove The real beauty ican be found only on the inside Evey Women deseves to feel bautiful Dove campaign for real beauty and pro-age campaign [films and print ads on CD and document on Dove campaign]

Unilever developed global “campaign for real beauty” for its personal care brand Dove

The real beauty ican be found only on the inside

Evey Women deseves to feel bautiful

Dove campaign for real beauty and pro-age campaign [films and print ads on CD and document on Dove campaign]

Marketing metaphors Personality and identity used as metaphors in marketing and branding Companies have identities (Corporate identity) Brands should have unique personalities with characteristics like people have E.g. friendly, trustworthy Differentiate versus the competition And position versus competitive brands Brand positions should be consistent But: consumer take-out different from company input

Personality and identity used as metaphors in marketing and branding

Companies have identities (Corporate identity)

Brands should have unique personalities with characteristics like people have

E.g. friendly, trustworthy

Differentiate versus the competition

And position versus competitive brands

Brand positions should be consistent

But: consumer take-out different from company input

Marketing metaphors The concepts of brand personality and brand identity are metaphors from individualistic cultures that are less understandable and less useful to collectivistic cultures Katakana is the Japanese word for identity It means to be aware of one-self as oneself but this awareness of self is based on connections with others

The concepts of brand personality and brand identity are metaphors from individualistic cultures that are less understandable and less useful to collectivistic cultures

Katakana is the Japanese word for identity

It means to be aware of one-self as oneself but this awareness of self is based on connections with others

Marketing metaphors Jennifer Aaker found five brand personality factors in the United States that she labeled Sincerity Excitement Competence Sophistication Ruggedness

Jennifer Aaker found five brand personality factors in the United States that she labeled

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Marketing metaphors Jennifer Aaker found five brand personality factors in the Japan and Spain that she labeled Peacefulness Passion Passive Likeableness Prestigious Trustworthy

Jennifer Aaker found five brand personality factors in the Japan and Spain that she labeled

Peacefulness

Passion

Passive Likeableness

Prestigious

Trustworthy

Global brand positions across cultures Friendly Austria Denmark Germany Finland Sweden UK Norway Belgium Italy France Spain Netherlands PDI- UAI- UAI+ PDI+ Innovative Different Prestigious Turkey, Russia, Ukraine Switzerland Trustworthy

Attitude Western consumer behaviorists view an attitude as a lasting, general evaluation of people (including oneself), object, advertisements, or issue Attitudes have affective and cognitive components The affective component includes feelings and emotions one experiences in response to an attitude object The cognitive component includes attributes and functions of object

Western consumer behaviorists view an attitude as a lasting, general evaluation of people (including oneself), object, advertisements, or issue

Attitudes have affective and cognitive components

The affective component includes feelings and emotions one experiences in response to an attitude object

The cognitive component includes attributes and functions of object

Attitude Western definition: attitudes help organize and structure one’s environment and provide consistency in one’s frame of reference Individualists want consistency between their attitudes and behaviors The behavior of consumers can be predicted from their attitudes towards products, services and brands and a purchase prediction is derived from a positive attitude

Western definition: attitudes help organize and structure one’s environment and provide consistency in one’s frame of reference

Individualists want consistency between their attitudes and behaviors

The behavior of consumers can be predicted from their attitudes towards products, services and brands and a purchase prediction is derived from a positive attitude

Attitude Collectivists cultures/Societies people form attitudes that fulfill their social identity functions, and there is not consistent relationship between attitude and future behavior Shared experience influences brand attitude positively more than individualistic cultures

Collectivists cultures/Societies people form attitudes that fulfill their social identity functions, and there is not consistent relationship between attitude and future behavior

Shared experience influences brand attitude positively more than individualistic cultures

Attitude For assessing advertising effectiveness, advertisement tends to be measured and the information is used as an indication of buying intention This is a logical practice in individualistic cultures But the practice will not work the same way in collectivist cultures

For assessing advertising effectiveness, advertisement tends to be measured and the information is used as an indication of buying intention

This is a logical practice in individualistic cultures

But the practice will not work the same way in collectivist cultures

Lifestyle Lifestyle is described in terms of shared values or tastes as reflected in consumption patterns Lifestyle is a person’s pattern of living as expressed in his or her psychographics Personal characteristics are viewed as the raw ingredients to develop a unique lifestyle Lifestyle is viewed more as a mental construct that explains actual behavior

Lifestyle is described in terms of shared values or tastes as reflected in consumption patterns

Lifestyle is a person’s pattern of living as expressed in his or her psychographics

Personal characteristics are viewed as the raw ingredients to develop a unique lifestyle

Lifestyle is viewed more as a mental construct that explains actual behavior

Lifestyle Lifestyle represents the way one allocates income Lifestyle descriptions include attitudes, values and behavioral elements Lifestyles are country-specific Culture overrides lifestyle: sharing ownership of some goods doesn’t make cultural groups or communities.

Lifestyle represents the way one allocates income

Lifestyle descriptions include attitudes, values and behavioral elements

Lifestyles are country-specific

Culture overrides lifestyle: sharing ownership of some goods doesn’t make cultural groups or communities.

Social processes Needs, motivation, buying motives Emotion, emotions in advertising Group processes In-group and out-group; reference group Public vs private space Opinion leaders

Needs, motivation, buying motives

Emotion, emotions in advertising

Group processes

In-group and out-group; reference group

Public vs private space

Opinion leaders

Needs Functional needs Social needs: fashion, status brands Product category related needs: e.g. purity in food and drink Maslow categorized human needs in a hierarchy of importance There is a little evidence to support Maslow’s hypothesis that there is a universal order among the nonphysiological goals

Functional needs

Social needs: fashion, status brands

Product category related needs: e.g. purity in food and drink

Maslow categorized human needs in a hierarchy of importance

There is a little evidence to support Maslow’s hypothesis that there is a universal order among the nonphysiological goals

Motivation Motivation research seeks to understand the “why” of our behavior Freud: culture-related Buying motives; category & culture motives Configurations of dimensions explain differences Status: Power distance and masculinity Car buying motives: Masculinity and uncertainty avoidance Whisky: Power distance = social status need Find explaining dimensions by correlating category data with all five dimensions

Motivation research seeks to understand the “why” of our behavior

Freud: culture-related

Buying motives; category & culture motives

Configurations of dimensions explain differences

Status: Power distance and masculinity

Car buying motives: Masculinity and uncertainty avoidance

Whisky: Power distance = social status need

Find explaining dimensions by correlating category data with all five dimensions

Emotion Process involving interaction cognition and physiology. Mind influences body, body influences mind. Emotions are affective responses that are learned. Emotions are integral wholes in which various components are linked together Experience Facial expression Physiological response Several elements of emotions are related to culture

Process involving interaction cognition and physiology. Mind influences body, body influences mind.

Emotions are affective responses that are learned.

Emotions are integral wholes in which various components are linked together

Experience

Facial expression

Physiological response

Several elements of emotions are related to culture

Culture and emotion Universal basic emotions? The more abstract, the more universal Emotion and language Most languages possess sets of emotion-labeling words English: anger, fear, sadness, joy Words linked with different experiences across cultures Display rules and recognition Display and recognition of emotions vary Meaning and intensity of emotions vary East Asian collectivists don’t display negative emotions Expressions misunderstood across cultures

Universal basic emotions?

The more abstract, the more universal

Emotion and language

Most languages possess sets of emotion-labeling words

English: anger, fear, sadness, joy

Words linked with different experiences across cultures

Display rules and recognition

Display and recognition of emotions vary

Meaning and intensity of emotions vary

East Asian collectivists don’t display negative emotions

Expressions misunderstood across cultures

Measurement of emotions & culture Recognition and judgment of expressions of emotions Measurement based on recognition of facial expressions Absence of context (most measurements in laboratory situations) Decoding measures vary: emotion terms used; content varies Russell: Only happiness can be universally understood. Many emotions confused: disgust-contempt; sadness-contempt and fear; fear-surprise

Recognition and judgment of expressions of emotions

Measurement based on recognition of facial expressions

Absence of context (most measurements in laboratory situations)

Decoding measures vary: emotion terms used; content varies

Russell: Only happiness can be universally understood. Many emotions confused: disgust-contempt; sadness-contempt and fear; fear-surprise

Measurement of emotions & culture Recognition of emotions: Americans focus on mouth, USA: - :) & : ( Japanese focus on eyes: Japan: ^_ ^ & ;_; Smile universal expression of happiness? Emotion-eliciting events IDV: being alone can cause happiness; COL: being alone can cause sadness (relationship problem)

Recognition of emotions:

Americans focus on mouth,

USA: - :) & : (

Japanese focus on eyes:

Japan: ^_ ^ & ;_;

Smile universal expression of happiness?

Emotion-eliciting events

IDV: being alone can cause happiness;

COL: being alone can cause sadness (relationship problem)

Group processes Individualism: Individuals have unique personalities Individuals must stand out, demonstrate they are different Groups are sets of unique individuals, harmony not necessary Role of opinion leaders and the media in decision making process

Individualism: Individuals have unique personalities

Individuals must stand out, demonstrate they are different

Groups are sets of unique individuals, harmony not necessary

Role of opinion leaders and the media in decision making process

Group processes Collectivism: The dependent self in collectivistic cultures lives in harmony with the group and the environment; does not want to stand out. In-group and out-group Interdependence in in-group Informal communication in decision making process

Collectivism: The dependent self in collectivistic cultures lives in harmony with the group and the environment; does not want to stand out.

In-group and out-group

Interdependence in in-group

Informal communication in decision making process

Mental processes Language, perception and memory Visual – verbal Categorization Brand extension fit Locus of control Influences expression of behavior intention and decision making Information processing Decision making Internal-external

Language, perception and memory

Visual – verbal

Categorization

Brand extension fit

Locus of control

Influences expression of behavior intention and decision making

Information processing

Decision making

Internal-external

C onsumer behavior domains Product acquisition, usage and ownership Food, household products, personal products, clothing & footwear, household appliances, consumer electronics, luxury articles, communication technology, cars, leisure, finance Complaining behavior Differences individualism-collectivism Legal action vs harmony Brand loyalty Influence individualism, power distance, uncertainty avoidance Diffusion of innovations

Product acquisition, usage and ownership

Food, household products, personal products, clothing & footwear, household appliances, consumer electronics, luxury articles, communication technology, cars, leisure, finance

Complaining behavior

Differences individualism-collectivism

Legal action vs harmony

Brand loyalty

Influence individualism, power distance, uncertainty avoidance

Diffusion of innovations

Adoption of innovations, USA Innovators Early adopters Early majority Late majority Laggards 2.5% 13.5% 34% 34% 16%

Consumer Behavior: Consumer Decision Process e

Personal Processes: Consumer Perception

Personal Processes: Learning and Persuasion Theories of Learning Cognitive Conditioning Memory, thinking, problem solving Trial and error Relevant to complex purchases and learning from other people Relevant to simple, everyday purchases

Memory, thinking, problem solving

Trial and error

Relevant to complex purchases and learning from other people

Relevant to simple, everyday purchases

Personal Processes: Elaboration Likelihood Model

Personal Processes: Consumer Motivation Maslow’s hierarchy of needs Motivation: underlying forces driving decisions Insert ex. 5-5, p. 154 Maslow’s Hierarchy table Position = 0.35” horiz, 3.5” vertical Size = 8.2” WIDE Resolution = 300 dpi Needs are basic & often instinctive Wants are learned during lifetime

Personal Processes: Consumer Motivation Rossiter & Percy’s fundamental motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus or reward Insert ex. 5-6, p. 155 8 Purchase Motives Position = 0.5” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

Influences on Consumer Behavior Interpersonal Family Culture Society: Reference Groups & Opinion Leaders