International Consumer Behavior - the many differences that exist between cultures and how you adapt your media, advertising, and communications accordingly.

1. CORPISM-08/02
Int. Consumer Behavior
Week 7: Culture,
Communication,
Media Behavior.
1

2. Cool Stuff

3. Consumer Decision Journey

4. For the Axe Team…

6. For the AirBNB Team…

12. U.S. Switching
Economy

14. Communication,
Cross-Culture

16. “In a global marketplace,
it is absolutely critical that we
communicate effectively, to
achieve our organizational
goals."
(SOURCE: me, 2012)

20. What’s the
PURPOSE of
Business Writing?

21. • Explain or justify actions already
taken.
• To convey information.
• To influence the reader to take
action.
• Deliver good/bad news.
• Direct action.
http://grammar.about.com/od/ab/g/businesswritingterm.htm
It’s PURPOSE

22. K.I.S.S

24. Remember Edward Hill’s
High/Low Context?

26. • Every culture has its own rules on
communication:
– Individualism/collectivism is most influential
– Personal communication styles
– The ‘self-concept’
• People process information differently, and
have different expectations on the role
communication serves in their society.
• Certain universalities do apply.
• All methods of affecting/influencing another so
all communication is persuasive.
The Chazin GroupThe Chazin GroupCommunication

27. • High and low context communication fits
the differences in communication
behavior of interdependent selves
(collectivist cultures) and the
independent self (individualistic cultures)
• High context.
• Cultural differences with respect to verbal
and visual orientations, including brand
names, corporate identity, packaging,
advertising styles.
The Chazin GroupThe Chazin GroupCommunication

28. • Sender creates a (hopefully) compelling
message in the hope of influencing the
recipient’s response.
• Receivers of the message use the same
cultural knowledge to decipher the
meaning, infer the sender’s intention,
evaluate the information, and formulate
the (desired) response.
The Chazin GroupThe Chazin GroupAdvertising

29. Non-Verbal Comms
Matter

33. Non-Verbal Cues
• Mirroring technique.
• Lean in to express interest.
• Avoid eye-rolling, turning your back, yawning,
talking over others.
• Arm-crossing.

34. Nonverbal communication is …the process of
communication through sending and receiving wordless
(mostly visual) messages between people. Messages can
be communicated through gestures and touch, by body
language or posture, by facial expression and eye contact.
Nonverbal messages could also be communicated through
material exponential; meaning, objects or artifacts(such as
clothing, hairstyles or architecture). Speech contains
nonverbal elements known as paralanguage, including
voice quality, rate, pitch, volume, and speaking style, as
well prosodic features such as rhythm, intonation, and
stress.
http://en.wikipedia.org/wiki/Nonverbal_communication

44. • Unique-explicit: Expressive non-verbal
gestures.
• Unique-implicit: Protect individual privacy while
using cues to promote relational liking, status,
positions, power distance.
• Group-explicit: Ensure group norms and
regulate public face (ex. French etiquette)
through open communication.
• Group-implicit:
The Chazin GroupThe Chazin GroupNon-Verbal Comm

45. In-Class Team
Project

46. Interracial Online Dating

47. • Your Business “DATING SALAD” is
an Online Inter-racial Dating Service.
• Target: Professionals ages 26-45.
• Be CREATIVE, PRACTICAL and
…STRATEGIC!
What Website User DATA
Would YOUR TEAM Capture?

48. Mass Communication
Across Cultures

49. • Advertising is culturally specific and varies from
country to country.
– Americans love happy endings, need action in their
TV content.
– Russian & Japanese novels focus on boredom.
– Much drama in Western literature focuses on the
struggles of the “hero.”
– Chinese hardly ever deal with/address tragedy.
• Serves different roles by culture, in collectivist
societies its role is to build relationships and
trust between buyer & seller.
The Chazin GroupThe Chazin GroupCultural Differences

50. Advertising Styles

51. The role and purpose of
advertising varies tremendously
across cultures, esp. between
individualistic and collectivistic
societies.
Por quoi?
The Chazin GroupThe Chazin GroupMulticultural Advtsg

52. K
What do you think?

53. • Ethnic marketing on the rise.
• Driving forces everywhere: single
parent, same-sex, inter-racial
couple families.
• Older couples starting families.
• Bye-bye majority. Minorities
rule!
The Chazin GroupThe Chazin GroupMulticultural US Advtsg

56. Cross-Cultural
Advertising
Differences

58. • Certain generalizations can be made but
color’s influence on consumers depends on
MANY factors.
• White represents purity & happiness in
Western cultures, death in Asian cultures.
• In America, what (emotions) do the
following colors represent/evoke:
– Blue
– Yellow
– Green
– Grey
– Orange/Yellow
The Chazin GroupThe Chazin GroupColors in Advertising

60. Cross-Cultural
Advertising Gaffes

63. • Tell how your product is different.
• Tell why your product is best using
clearly stated benefits and
information.
• Consumers want to buy when they
have a clear reason to do so.
• If they are satisfied consumers will
like/trust the brand and buy again.
The Chazin GroupThe Chazin GroupAdvtsg’s Logic in the West

64. • Make friends with target audience.
• Show you understand their feelings.
• Show that you are nice.
• Consumers will then want to buy.
• After the purchase the consumer
finds out if the product is good and
what its benefits are.
The Chazin GroupThe Chazin GroupAdvtsg’s Logic in the East

65. A “Cultural Mindset”