Market and Consumer Psychology Lecture Notes PDF

Market and Consumer Psychology Perennial Problems of Cross-Cultural Marketing Research Practices Mini 1: Introduction Prof. Dr. Christina Cramer  Cultural Sensitivity as a Key in CB Research A Researcher’s Perspective: “The dramatic increase [in publications] s...

Market and Consumer Psychology Perennial Problems of Cross-Cultural Marketing Research Practices Mini 1: Introduction Prof. Dr. Christina Cramer  Cultural Sensitivity as a Key in CB Research A Researcher’s Perspective: “The dramatic increase [in publications] suggests that culture is becoming a, perhaps the, leading theory in international marketing.” Cheryl Nakata, Professor of Marketing and International Business, University of Illinois at Chicago Source: Nakata 2009, p. 209. 2 Today’s Agenda: Introduction 1. What is Cross-Cultural Research? 2. The Importance, and Development of Cross-Cultural Marketing Research Practices 3. Perennial Problems of Cross-Cultural Marketing Research Practices – a study … Perennial Problems … continued … Directions for Cross-Cultural Marketing Research Practices  A Call for Further Research “Every year, multinational companies spend billions of dollars in marketing ! their products around the world. Some of this money is wasted or, worse, actually damages the marketer’s reputation through cultural or linguistic faux pas. As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market effectively to consumers who have different cultural values has never been more acute.” Source: Shavitt et al. 2008, p. 1103. 4 Some Bad Examples: Oops! KFC in China Pepsi in China Fiat (ad with R. Gere) United Airlines (white flowers) iPhone 7 5 Question Have you ever seen, or heard of, examples like that? Why could this happen?  Why do Cross-Cultural Research? Accelerating globalization leverages the importance of cross-cultural research Cross-cultural research as a distinct field of research (e.g., phenomena, methods, theories) Cross-cultural research as a catalyst for mutual understanding, and learning Source: Jensen-Lampiri 2017, DOI: 10.17877/DE290R-18242 7  What is Cross-Cultural Research? Cross-cultural research “… is a method used to help us understand how and why cultural and ethnic factors serve to mask, mediate, or modify an otherwise common core of regularities in human thought and behavior.” Source: Adamopoulos/Lonner 2001, p. 18. 8  What is Cross-Cultural Research? Cross-cultural research … is conducted across nations or culture groups aims to systematically compare behavioral and cognitive similarities and differences between two or more cultural settings aims to identifying the role of culture as an explanatory variable for observed cross-cultural differences and similarities (how, when, why, what aspects). aims to find empirical evidence for the incidence, distributions, and causes of cultural variation. aims to test and document the universality and generality of methods, theories and concepts across cultures. It likewise sets out to spur the development of more adequate methods, theories and concepts. Source: adapted from Jensen-Lampiri 2017, p. 10f. 9  Cross Cultural Research: A Meta-Analysis Jensen-Lampiri, L. M. (2017). Advances and perennial problems of cross-cultural business research practices: a review of reviews Source: Jensen-Lampiri 2017, DOI: 10.17877/DE290R-18242 10  EXCURSUS Methodology of Jensen-Lampiri (2017) Review of reviews, “Meta-Analysis” 4-stages-process Analysis using grounded theory Finds 7 categories Source: Jensen-Lampiri 2017, DOI: 10.17877/DE290R-18242 11  “The Making-of” 4-Stages-Process for a Systematic Meta-Analysis Stage Task Definition of the To specify the field of research research area and To place boundaries around the type of publications time frame of interest To identify a reasonable time frame Selection of To determine the appropriate outlets to be screened publication outlets for potential review publications Identification of To decide on inclusion and exclusion criteria review publications To refine the sample To select the final sample of review publications Strategies used for To analyze the written content through a Grounded coding and data Theory approach aided by MAXQDA analysis To structure and systematize the written content Source: Jensen-Lampiri 2017, p. 17. 12  Selected Publication Outlets I Source: Jensen-Lampiri 2017, p. 20. 13  Selected Publication Outlets II Source: Jensen-Lampiri (2017), p. 17. 14  Identification of Review Publications Research in ISI Web of Knowledge and EBSCO search engines: Key words’ shortlist (title and abstract, combination) (e.g., cross-cultural research, international research, comparative research, *review, literature assessment, research practices, …) -> 187 publications Additional research based on references and citations -> further 32 publications Full-text screening to exclude publications which do not meet the following criteria: “straightforward positioning as a cross-cultural review of process-oriented steps” and “disciplinary focus” -> final sample: 78 publications Source: Jensen-Lampiri 2017, p. 23. 15  Reviews on Cross-Cultural CB Studies I Marketing Focus Source: Jensen-Lampiri 2017, p. 24. 16  Reviews on Cross-Cultural CB Studies II Management and Organizational Psychology Focus Source: Jensen-Lampiri 2017, p. 24. 17  Analysis using Grounded Theory Grounded Theory … was originally advanced by Strauss and Corbin (1990, 1998) as a method for conducting a systematic literature review allows for the systematic identification of assessments “enables the key concepts to surface, instead of being deductively derived beforehand; they emerge during the analytical process of substantive inquiry” matches the evolutionary nature of scientific discourse well (here: gradual development of research practice over 60 years) Makes the themes derive inductively from content analysis of the literature Source: Jensen-Lampiri 2017, p. 24. 18  Coding in Grounded Theory Coding follows three stages: open coding = “in vivo”, original text passages and word choice; -> thematic grouping of passages axial coding = compare parts, further specify categories, define properties, dimensions, sub-dimensions, triangulate in order to check consistency of the assigned categories selective coding = refine and integrate the groupings identified in steps 1 and 2, gradually develop more nuanced codes, identify persistent problems Iterative process until no further change in the coding scheme is necessary and all text passages could be ascribed to mutually exclusive codes = “Data Saturation” Vast amount of data? -> Facilitative software MAXQDA Source: Jensen-Lampiri 2017, p. 24ff. 19  Example of a Coding Procedure I Source: Jensen-Lampiri 2017, p. 30. 20  Example of a Coding Procedure II Source: Jensen-Lampiri 2017, p. 127. 21  Analysis of Practices: Finding categories Research strategies Data analysis and interpretation of results Structure of the research team Sampling Theoretic foundation Research instrument design Specification of culture 22  Research Strategies (1960s – to date) 1960s – to date “Dominance of the etic paradigm” research perspective on phenomena “Ethnocentrism” universalist etic 94% culture-specific emic 6% interpretative positivist Source: Jensen-Lampiri 2017, p. 39. research approach 23 Question You cannot exactly remember the concept of emic and etic research perspectives? Why not check the respective paragraph in your textbook (Usunier/Lee 2013, p. 102ff.)?  Research Strategies (1960s – to date) The usefulness of culture as an explanatory variable for consumer behavior depends on the researcher’s ability to “unpack” the culture concept. CB theories (the “eyes”) Universal (etic) Specific (emic) (1) Global (3) Ethnic consumption Universal Consumers perspective perspective (the objects) (2) “Imported” (4) Cultural meaning Specific perspective perspective Source (table): Usunier/Lee 2013, p. 102. 25  Research Strategies (1960s – to date) Two Approaches of Modeling CCCB: Cultural Syndroms (or Dimensional) Approach suggests that cultural differences in basic socio-cognitive processes and motivations can be explained using universal psychological dimensions assumes system of values and beliefs that consistently guides behavior Dynamic Constructivist Theory of Culture builds upon the situational influence of culture proposes that culture is stored in memory as an associative network of knowledge assumes culture to guide behavior when made salient (i.e., chronically accessible or activated by stimuli) Source: Adapted from Torelli/Rodas/Lahoud 2017, p. 50f. 26 Question Think of the behavioral intention models that assume attitudes and expectations influencing intentions. Are you sure that this holds cross-culturally?  Analysis of Practices: Finding categories Research strategies Data analysis and interpretation of results Structure of the research team Sampling Theoretic foundation Research instrument design Specification of culture 28  Structure and Role of the Research Teams 1960s – to date 3% cross-national research team “Ignoring the benefits of cross- two-country cultural research research team collaboration” 19% Role of cross-cultural collaboration: facilitating data collection Single-country research team instead of developing 78% cross-cultural research designs Source: Own delineation, based on data from Jensen-Lampiri 2017, p. 47ff. 29 Question Why is collaborative research with truly cross- cultural research teams rare? Question What are potential advantages of truly cross-cultural research teams with members who are native to the cultures under investigation? Literature Adamopoulos, J., & Lonner, W. J. (2001). Culture and psychology at a crossroad, in: Matsumoto, D. (Ed.),The handbook of culture and psychology, Oxford, 11-34. Jensen-Lampiri, L. M. (2017). Advances and perennial problems of cross-cultural business research practices: a review of reviews (doctoral dissertation), TU Dortmund. Nakata, C. (2009). Beyond Hofstede: Culture frameworks for global marketing and management. Palgrave Macmillan. Shavitt, S., Lee, A. Y., & Johnson, T. P. (2008). Cross-cultural consumer psychology, in: Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. (Eds.), Handbook of consumer psychology, New York, 1103-1131. Torelli, C. J., Rodas, M. A., & Lahoud, P. (2017). Culture and consumer behavior. In: Cross cultural issues in consumer science and consumer psychology. Springer, Cham, 49-68. Usunier, J. C., & Lee, J. A. (2013). Marketing across cultures, Harlow, England. 32