Session 3 Flashcards Preview

Consumer Behavior > Session 3 > Flashcards

Flashcards in Session 3 Deck (17)
Loading flashcards...
1
Q

Factors that vary across cultures (5)

A
  • Values
  • Norms
  • Myths and rituals
  • Sacred consumption
  • Language and symbols
2
Q

Hofstede’s fraework for cross-cultural differences (6)

A
  • Power distnce
  • Uncertainty avoidance
  • Long-terme orientation
  • Individualism / collectivismm
  • Indulgence / restraint
  • Feminity / masculinity
3
Q

Power distance : definition

A

Less powerful members of society expect and accept that power is distributed unequally

4
Q

Would brands equally benefit from using celebrities in their ads in high and low power distance countries ?

A
  • No
  • Benefit more in high power distance countries
5
Q

In which country do you think the amount of yearly charitable donations would be higher ?

A

Low Power Distance Beliefs

6
Q

Individualism / collectivism : definition

A

Whether the welfare of the individual or the group is valued relatively more

7
Q

Would the adoption rate of new products vary between individualistic and collectivistic cultures ?

A

Individualistic : degree of the new products = radical

Collectivist : degree of the new products = incremental (gradual)

8
Q

Would public reconigition of charitable donations increase the amount consumers donate?

A

Individualistic : donates more in private

Collectivist : donates more in public

9
Q

Uncertainity avoidance : definition

A

Society’s tolerance for uncertainty and ambiguity

10
Q

Masculiniy / feminity : definition

A

Degree to which gender roles are clearly delineated

11
Q

Long-term orientation : definition

A

Focus on obtaining gains now or in the efuture

12
Q

Indulgence / restraint : definition

A

Society allows relatively free gratification of hedonic desires

13
Q

Is the underdong effect equally strong across different cultures ?

A

No : stronger in North Americain culture compared to some asan cultures

14
Q

Sacred consumption : definition

A

Objectfs, events and people that are set apart from normal activities and treated with some degree of respect and awe

ex: Beyoncé

15
Q

Standardization vs localization

A

Standardization
Using the same marketing activities around the world

ex: Apple

Localization
Customizing marketing activities in each country / culture

ex: Mc Donalds

16
Q

Subculture : definition

A

Group whose members share belies and common experience that set them apart from others within a broad culture (age, region, ethnic)

17
Q

Microcultures : definition

A
  • Small groups based on similar lifestyles or aesthetic preferences
  • Share a strong identification with an activity or art form
  • Unique set of normals, vocabulary, and products insights