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Consumer, Consumption, Media

This article explores the intricate world of consumer values and how they influence decision-making in different cultural contexts. We delve into the distinction between terminal and instrumental values and how these beliefs shape consumer preferences and behaviors. Examining the role of internal and external loci of control in various cultures, the piece highlights how branding and marketing strategies can be tailored to resonate with specific consumer value systems. Additionally, we investigate the impact of social, emotional, and epistemic factors on consumer choices and brand loyalty.

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Consumer, Consumption, Media

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Presentation Transcript

  1. Consumer, Consumption, Media Meeting 12

  2. Consumer Values Value = single belief that guides actions; enduring standard; learned (freedom, equality, fairness, religion) • Terminal - end-state; core values Beauty • Instrumental - modes of conduct to reach end-state Soft, clean hair

  3. Culture-specific research • Differences in ranking of values • Terminal values of one may be instrumental values of another • A value may not exist in another culture • Age and country-specific preferences • Indian and Japanese studies

  4. Marketing Value • Branding adds value to products Consumer value systems: • Central values: core to individual system • Domain-specific - acquired in specific situations or activities • Product-specific - evaluations of product attributes

  5. Toothpaste Associations Attributes Benefits Values Sugarless prevents cavities security Bleach clean, white self-confidence Low price saves money thrift Natural no additives health

  6. Values and Choice • Functional - satisfaction from attributes; satisfies needs (culture bound) • Social - reference group, class, opinion leadership; symbolic • Emotional - emotions driving choice • Epistemic - curiosity arousal, knowledge • Conditional - temporary functional or social; specific circumstances

  7. Reference Group Need for: • Help, friendship • Status • Warmth and security • Power • Gender relations Influencers of buying behavior

  8. Decision Making • Internal locus of control - inner directed; low-context cultures • External locus of control - outer directed; high context cultures • Trust in company and brand necessary

  9. Time Orientation and Decision Making • Strong uncertainty avoidance causes postponed decisions; manana syndrome • Efficiency and time-saving appeals used for individualistic cultures • Catholic / Latin cultures overstate intentions to buy - collectivists don’t like to say no

  10. Decision-Making Units • Feminine cultures - reaching consensus is important; everyone must be allowed to share opinions • Masculine cultures - decisiveness and expedience valued • Opinion leaders - elders, experts • Diffusion of Innovations (early adopters) • Brand loyalty - collectivist countries • Needs - functional vs. social (bike)

  11. Maslow, Motivation Hierarchy of needs - self-actualization is individualistic US motive • Esteem, is male, social, safety is female Attitude allows favorable or unfavorable response Motivation theories based on Freud’s idea of anxiety (German culture)

  12. Communication Styles • Context - information surrounding event • High use indirect comm, less copy, more symbols • Low use more copy, arguments, facts • Western nations going to high tactics, putting information on the Internet • Mode - way message is delivered • Individualistic cultures use direct • Collectivist use indirect

  13. Verbal Styles • Direct/indirect - sell or suggest • Elaborate /distinct - economy of words • Personal vs role-centered (status/occup) • Instrumental - sender oriented; low context / affective - receiver oriented; high context

  14. Advertising Models • Sales-response - short-term, Western • Persuasion - individualistic • Involvement - relationship building • Awareness - differentiation, crosses borders • Emotions -promote positive attitude, create brand loyalty; collectivist, feminine cultures • Likability - entertainment; capitalistic • Symbolism - turn brand into symbol

  15. Brand as Cultural Hero • Villain - comparative ad, Irish market chain • Donor - generosity - United lounges • Helper - main benefit, Crest cavity fighter • Sought-for-person - helps change situation; Apple is friendlier than PC • Dispatcher - information or advice; Financial Service • Hero - Volvo provides safety • False-hero - underdog; Avis #2

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