Consumer Behaviour Exam Notes PDF

Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Consumer Behaviour Exam Notes Chapter 1: Buying, Having, and Being Consumer Behaviour: The study of the processes involved...

Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Consumer Behaviour Exam Notes Chapter 1: Buying, Having, and Being Consumer Behaviour: The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Needs are states of deprivation; more abstract in nature (internally generated) Physical – food, clothing, warmth, safety Social – belonging and affection Individual – knowledge and self-expression Wants are the forms that needs take as they are shaped by knowledge culture and individual personality; more specific in nature (shaped externally, superficial, specific, satisfy need) Three Selves: Ideal, Actual, Ought Self-discrepancy refers to the gap between an individual's actual self and their ideal self, influencing their desires and consumer choices as they seek products that help bridge this gap. about:srcdoc Page 1 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Chapter 3: Sensation and Perception Many products nowadays are “perception based”. Hedonic value - Weigh aesthetic qualities heavily consider it as a souvenir/ instagram moment rather than purely functional Naïve belief eg bettr deco better quality products in a supermarket when not expert can only use superficial knowledge to make decisions ( vulnerable to biases ) Sensory Marketing: Marketing techniques that aim to seduce the consumer by using his/her sensto influence his feelings and behaviour. Sensation: The immediate response of our five sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures. Perception: The process by which sensations are selected, organized, and interpreted.The study of perception focuses on what we add to raw sensations to give them meaning. Vision What is unique about vision? − Allow you to perceive information in longest distance. − Visual information is easier to describe than information along other dimensions. − Colors may influence our emotions more directly (e.g., RED: arousal; BLUE: relaxation). − What are the implications? Because of different levels of arousal can be induced by colors, colors may influence consumers’ perception of product/brand (the importance of “mis-attribution”). about:srcdoc Page 2 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Scent What is unique about smell experience? Unlike our other senses, scent travels immediately through various parts of your brain instead of being processed centrally first. Difficult to inhibit. Implication for social interaction: social impression. It is worse for a person to have a bad body odor than to be bad looking. An adult can distinguish 10,000 different smells. Memory for odor is longer. Implication: a product with a scent can unconsciously produce purchase behavior. Sound What is unique about sound? Audio information is also able to induce emotions and has meanings. Any examples? (Songs in a different language) During busy periods (e.g., holiday season), fast music is played (the role of pace). Touch What is unique about tactile dimension? Touching experience usually reflects close interaction with the stimulus. Touching will create a sense of relationship, emotional connection, about:srcdoc Page 3 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM and a sense of ownership. What are the implications? (e.g., cold/warm water) Touch perception Touch produces more personal interaction with the product, producing closer relationship with the product. People usually have emotional connection with the object/person that they touch more frequently. Touching a mobile phone more frequently will lead you like it more. − Touch → Sense of ownership → Liking of a product − Implication: encourage consumers to touch the product. Taste What is unique about taste? Taste is most subjective. It is often difficult to define what is a good taste. Different people have different definitions of a good taste. Taste preference also is easy to change. The same drink tastes differently if it is contained in different bottles (Pepsi vs. Coca Cola). An Overview of the Perceptual Process People undergo stages of information processing in which stimuli are input and stored (just like computer). Unlike computer, people only process a small amount of information available to them. And even a smaller amount is attended to and given meaning. Exposure about:srcdoc Page 4 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Exposure: Occurs when a stimulus comes within the range of someone’s sensory receptors. Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages Weber’s Law: The amount of change that is necessary to be noticed is systematically related to the intensity of the original stimulus. The stronger the initial stimulus, the greater a change must be for it to be noticed. Mathematically: K = Δi/I K = A constant (varies across senses) Δi = The minimal change in the intensity required to produce j.n.d. I = the intensity of the stimulus where the change occurs The Mere Exposure Effect (MEE): Repeated exposure to a stimulus enhances one’s evaluation for it. Why? Perceptual fluency is the ease of processing stimuli based on manipulations of perceptual quality. [enhanced familiarity (perceptual fluency) , increased evaluation. we like familiar, implies safety] Chapter 4: Learning and Memory Theories of learning Behavioral learning theories focus on stimulus-response connections Assume that learning takes place as the result of responses to external events (NOT focus on internal thought processes). A major approaches to behavioral learning: 1. Classical Conditioning (Ivan Pavlov, Russian physiologist) Components of Conditioning Unconditioned stimulus (UCS) – Naturally capable of causing a response. e.g., meat powder, visual cues, olfactory cues, sensory cues, music, humor, imagery Conditioned stimulus (CS) – Does not initially cause a response. E.g., bell, brand name, product, slogan Conditioned (CR) – Response generated by repeated paired exposures to UCS and CS. Eventually, through learned association and repetition, the CS will cause the about:srcdoc Page 5 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM CR. Repetition: Conditioning effects are more likely to occur after the conditioned stimulus (CS) paired with unconditioned stimulus (UCS) Repeated exposures increase the strength of stimulus-response associations product is always the neutral stim, relaxation feeling unconditioned stim Endorsement Strategies: Backing, support, or approval by a third party Affect-Transfer Model like endorser so like product difficult to find universally like celebs mixed affective reactions (love or hate) Meaning-Transfer Model may not necessarily like celebrity but understands meaning/ sense conveyed Source-Credibility Model Rapid development of social media: more salient negative meanings and lowered credibility Cognitive learning theories focus on consumers as problem solvers who learn when they observe relationships Erikson’s Stages of PsychoSocial Development about:srcdoc Page 6 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Long Term Memory LTM = retains information more permanently; unlimited capacity 100 billion neuron = 7.7 billion TB 13 neuron cell = 1TB (Nature 2014) LTM stored in Associative Network of nodes and links Nodes = concepts, words, images Link = association between 2 concepts (nodes) about:srcdoc Page 7 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Chapter 5: Motivation and Affect Motivation: The processes that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy. Drive: The degree of arousal (tension) present due to a discrepancy between the consumer’s present stat and some ideal state Motivational Needs Utilitarian need: Rational, a desire to achieve functional or practical benefits Hedonic need: An experiential need involving emotional responses or fantasies Motivational Theories (what creates motivation) 1. Drive Theory: Focuses on Biological Needs that Produce Unpleasant States of Arousal, i.e. Hunger. Homeostasis: Behavior Which Tries to Reduce or Eliminate This Unpleasant State and Return to Balance. 2. Expectancy Theory: Behavior is Largely Pulled by Expectations of Achieving Desirable Outcomes - Positive Incentives - Rather Than Pushed From Within. e.g., the desirability of getting an "A" Motivation advertising types Making the consequences more salient and tangible. 1. Approach motivation: attain desirable outcomes (positive- valenced); pursue gains; focus on achievements and aspirations. consequences using the product 2. Avoidance motivation: avoid undesirable outcomes (negative- valenced); care about safety and obligations. consequences not using the product Maslow’s Hierarchy of needs about:srcdoc Page 8 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM 1. Self-Actualization: Self-Fulfillment, Enriching Experiences(Hobbies, travel, education) eg U.S. Army-"Be all you can be." 2. Ego Needs: Prestige, Status, Accomplishment(Cars, furniture, credit cards, stores, country clubs, liquors) eg Royal Salute Scotch-"What the rich give the wealthy." 3. Belongingness: Love, Friendship, Acceptance by Others(Clothing, grooming products, clubs, drinks) eg Pepsi-"You're in the Pepsi generation." 4. Safety: Security, Shelter, Protection(Insurance, alarm systems, retirement, investments) eg Allstate Insurance-"You're in good hands with Allstate." 5. Physiological: Water, Sleep, Food(Medicines, staple items, generics) eg Quaker Oat Bran-"It's the right thing to do." Chapter 6: The Self Self Concept Definition: The beliefs a person holds about his or her own attributes and how they evaluate these qualities. Dimensions of Self Concept: Content: Comparison of different traits (e.g., facial attractiveness vs. mental aptitude). Positivity: Related to self-esteem. Stability Over Time: Consistency of self-beliefs. Accuracy: Degree to which one’s self-assessment corresponds to reality. about:srcdoc Page 9 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Consumer perceptions of self can be quite distorted. Self-Esteem Definition: Refers to the positivity of a person’s self-concept. The beliefs a person holds about his or her own attributes and how s/he evaluates these qualities. Those with High Self-Esteem Expect to be successful. Will take more risks. Are more willing to be the center of attention. Those with Low Self-Esteem Do not think they will perform well. Will try to avoid embarrassment, failure, or rejection. Marketing Communication Influence Social Comparison: A process by which consumers evaluate themselves by comparing themselves with others. (Consumers may feel inferior if using other g/s instead of branded g/s.) Social comparisons can drive competition among peers. Self-Esteem Advertising: Attempts to change product attitudes by stimulating positive feelings about the self. (Encourages consumers to feel positively about themselves with the product.) Self is defined in Social Interaction We imagine how we appear to others. We interpret others’ reactions. Consumption: Actual vs. Ideal Self Symbolic Self-Completion Theory: People who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. This is more related to the “Ideal self”. (E.g., mixing regular brands with celebrity-endorsed products can help consumers feel more aligned with their ideal self.) about:srcdoc Page 10 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Self-Image Congruence Models: Products are chosen when their attributes match some aspect of the self, which is more related to the “Actual self”. Product usage = self-image focus on attributes users like in ads Chapter 7: Personality Definition of Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment. Most now agree that both personality and situational factors play a role in determining people’s behavior. Freudian Theory (1912) Freudian Systems: Personality stems from a conflict between gratification & responsibility. This conflict/struggle is carried out in a person’s mind among three systems: Id: Oriented toward immediate gratification Pleasure Principle: Behavior is guided by the primary desire to maximize pleasure and avoid pain The id is selfish, illogical, and ignores consequences Superego: A person’s conscience (moral & ethical) Ego: Mediates between the id and the superego Reality Principle: The ego finds ways to gratify the id that will be acceptable to the outside world Marketing Focus:Marketers focus on ego (compromise between id “I want to do that now” and superego “it’s not right to do that”) because it internalizes society’s rules, works to prevent the id from seeking selfish gratification, and balances the id & superego according to the reality principle. Unconscious Motives:Freudian’s ideas highlight the potential importance of unconscious motives underlying purchases. Consumers cannot necessarily articulate their true motivations for choosing a product, which is why motivational research is necessary to understand the deeper meanings of products. Motivational Research and Consumption Motives: about:srcdoc Page 11 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Power - masculinity - virility, Security, Eroticism, Moral purity - cleanliness, Social acceptance, Individuality, Status, Femininity, Reward, Mastery over environment, Disalienation, Magic - mystery Carl Jung Theories (~1919) People are shaped by cumulative experiences of past generations. Shared memories create archetypes. An archetype is a model of a person, personality, or behavior; universally shared ideas & behavior patterns. Example: In the Harry Potter series and the Lord of the Rings, the magician and patriarch triumph over the sorcerer and dictator, emphasizing the importance of positive archetypes overcoming shadows. Common Archetypes The Innocent: Retain or renew faith Exhibits happiness, goodness, optimism, safety, romance, and youth. Disney, Coca-Cola, Nintendo Wii, Dove The Everyman: Be OK just as they are Seeks connections and belonging; is recognized as supportive, faithful and down-to-earth. IKEA, Home Depot, eBay The Hero: Act Courageously On a mission to make the world a better place, the Hero is courageous, bold, inspirational. Nike, BMW, Duracell The Rebel: Break the Rules Questions authority and breaks the rules; the Rebel craves rebellion and revolution. Harley-Davidson, Diesel (jeans) The Explorer: Maintain Independence Finds inspiration in travel, risk, discovery, and the thrill of new experiences. Jeep, Red Bull, REI The Creator: Innovation, Craft something new Imaginative, inventive and driven to build things of enduring meaning and value. Lego, Crayola, Adobe about:srcdoc Page 12 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM The Ruler: Leadership, Exert control Creates order from the chaos, the Ruler is typically controlling and stern, yet responsible and organized. Mercedes-Benz, Microsoft, British Airways The Magician: Affect transformation Wishes to create something special and make dreams a reality, the Magician is seen as visionary and spiritual. Apple, Disney, Absolut The Lover: Intimacy, Find and give love Creates intimate moments, inspires love, passion, romance and commitment. Victoria’s Secret, Chanel, Haagen Dazs The Caregiver: Service, Care for others Protects and cares for others, is compassionate, nurturing and generous. Campbell’s Soup, UNICEF, Salvation Army, Pampers The Jester: Have a good time Brings joy to the world through humor, fun, irreverence and often likes to make some mischief. Old Spice, Ben & Jerry’s, M&Ms The Sage: Understand their world Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful mentor or advisor. Google, PBS, Philips Trait Theory (~1961) Trait Theory focuses on the quantitative measurement of personality traits. It emphasizes the following: The Big Five Personality Traits - OCEAN 1. Openness to Experience (Intellect): Includes wide interests, imagination, and insightfulness. 2. Conscientiousness: Traits of being organized, thorough, and planful. 3. Extraversion: Encompasses traits such as talkative, energetic, and assertive. 4. Agreeableness: Traits like sympathetic, kind, and affectionate. 5. Neuroticism: Characterized by traits such as being tense, moody, and anxious. about:srcdoc Page 13 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Animism Animism is the practice found in many cultures where inanimate objects are attributed innate qualities, making them seem alive. Types of Animism: Level 1: Objects believed to be possessed by the soul (e.g., celebrity spokespersons). Level 2: Objects anthropomorphized, given human characteristics (e.g., M&M Chapter 8: Attitudes and Persuasion Why an Attitude Is Held or Formed (Katz) Attitude functions identified by Daniel Katz (~1960s): − Marketers Can Emphasize These Benefits in Communications & Packaging Utilitarian Function: Relates to rewards and punishments. Based on pleasure or pain (e.g., Coke – good taste). Value-Expressive Function: Expresses consumer’s values or self-concept. The product reflects social identity and what it says about the consumer as a person (e.g., novel products). Ego-Defensive Function: Protects selves from external threats or internal feelings (e.g., insurance, deodorant). Knowledge Function: The need for order, structure, or meaning. Applies when in ambiguous situations, such as paying attention to an advertisement. Social Functions that Shape Attitudes (missing from katz) Attitudes that serve important social functions Allow Self-Expression (Value-Expressive Function): Help people communicate their central beliefs, attitudes, and values to others.Example: "Luxury brands help me express myself." Facilitate Self-Presentation (Social-Adjustive Function): Luxury goods become a status symbol.Example: "Luxury brands help me fit into important social situations." about:srcdoc Page 14 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM The Consistency Principle (~1957) Theory of Cognitive Dissonance: Consumers value/seek harmony among their thoughts, feelings, or behaviors; they will change components to make them consistent. When confronted with inconsistencies among attitudes or behaviors, actions will be taken to reduce dissonance by changing an attitude or modifying a behavior to avoid discomfort. Classical Two-Stage Persuasion Foot-in-the-Door Technique: (e.g., agree to a small request first before a larger one; "French fry? Yes. Cheeseburger? Yes.") Door-in-the-Face Technique: (e.g., starting with an outrageous request, then following with a smaller one; "Soul? No. Cheeseburger? Yes.") Multiattribute Attitude Models These models assume a consumer’s attitude toward an attitude object (Ao) depends on beliefs about several attributes. Contains 3 specific elements: Attributes: Characteristics of Ao. Beliefs: Cognitions about Ao. Importance Weights: Relative priority of an attribute to the consumer. The Fishbein Model The Most Influential Multiattribute Model, measuring three components of attitudes: Basic Formula: Ajk = ƩβijkIik Where: i = attribute j = brand k = consumer I = the importance weight given attribute I by consumer k β = consumer k’s belief regarding the extent to which brand j possesses attribute I A = consumer's attitude score for A Model of processing information about:srcdoc Page 15 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Importance of Source and Message in Consumer Persuasion depends on consumer level’s of involvement that determines which aspects of communication being processed Source Characteristics Source: Origin of the communication. Attractiveness: The perceived social value of the source; affects persuasion through meaning and affect. Celebrities are effective endorsers as they embody cultural meanings such as status, social class, gender, age, or personality types. Credibility: Refers to a communicator’s expertise, objectivity, or trustworthiness. Source Effects The effectiveness of a message can change based on the source. Experts: More effective for products with high performance risk. Celebrities: More effective for products with high social risk. The source significantly impacts the likelihood of the message being accepted. Sending the Message Repetition: Increases familiarity and can create positive affect. Mere Exposure Phenomenon: People generally prefer about:srcdoc Page 16 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM things that are familiar, even initially unappealing. Two-factor Theory: Balances familiarity versus boredom. Positive: Increases familiarity, reduces uncertainty. Negative: Boredom increases with exposure. Constructing the Argument One- Versus Two-Sided Arguments: Supportive Argument: Only presents positive information. Two-Sided Message: Presents both positive and negative information. Effective when positive attributes counteract the negative ones. More impactful with well-educated and non-loyal audiences. Chapter 9: Decision Making Consumer decision making: 1. Problem Recognition / Need Arousal Definition: Consumer perceives discrepancy between actual state (what s/he has) and desired state (what s/he wants to have). Process: Discrepancy → Tension → Motivated to resolve tension → Activate decision-making process. Marketer Strategies: Need Recognition: Highlight undesirable actual state (e.g., life without the product is awful). Opportunity Recognition: Elevating the ideal state upward or both (e.g., life with the product becomes great). 2. Information Acquisition / Search Definition: The process of surveying the environment for appropriate data to make a reasonable decision. Types: Prepurchase Search Ongoing Search: Does not resolve a recognized immediate purchase problem. Knowledge and Search Types: about:srcdoc Page 17 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Low search, low knowledge: Consults experts instead, struggle to understand the acquired knowledge. Mid search, mid product knowledge: Knowledge enough to understand the information sought, harder to convince, believes they know enough. Low search, high product knowledge: Little external search; mostly relies on internal knowledge; not hard to persuade due to knowledge on goods/services (g/s). 3. Evaluation of Alternatives Comparative Evaluation Strategies Compensatory Strategy: Positives compensate for negatives. Strengths and weaknesses offset each other, considering both good and bad attributes. Calculation: Set importance levels for attributes, rate options, multiply and sum for evaluation. Non-Compensatory Strategy: Good and bad attributes do not balance out. A brand may be rejected or accepted based solely on one attribute. Non-Compensatory Strategies Disjunctive: Set a minimum standard for attributes; if an option passes on any one attribute, it passes (loose criteria). Conjunctive: Set a minimum standard; if an option meets all criteria, it passes. Both strategies usually end up selecting more than one brand (though not always) Useful for eliminating unacceptable brands − Reducing set of “considered” brands Lexicographic: Rank attributes by importance, select the best-performing brand for the most important attribute; if tied, compare on subsequent attributes. Sequential Elimination (Elimination by Aspects - EBA): Rank attributes, set minimum acceptable levels, see which options meet the criteria for the most important attribute, then proceed accordingly. about:srcdoc Page 18 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Both strategies usually end up selecting just one brand (though not always) Useful for making final selection (after forming a “consideration set” through conjunctive/disjunctive) Strategy Summary: Non-Compensatory: Reject or accept based on individual attributes. Compensatory: Evaluates overall based on a combination of strengths and weaknesses across attributes, not rejecting based solely How Do Consumers Actually Process? Compensatory processing = demanding Low involvement− Non-compensatory High Involvement:− Non-Compensatory or Compensatory Generally, lexicographic strategy most popular Chapter 14: Cultural Mindsets Understanding Culture Definition of Culture From a social psychological perspective: Culture is the sum total of learned beliefs (信念), values (價值觀), and customs (⾵俗習慣) that serve to direct the consumer behavior of members of a particular society. From a managerial perspective: Culture influences: Content of thinking (personality, self-concept, identity, image, attitude, and lifestyle) Process of thinking (cognition, learning language, perception, information processing, communication, decision making) Dimensions of National Culture The Western vs. Eastern division offers a high-level, historical perspective. Hofstede’s dimensions provide a detailed and data-driven framework for understanding cultural differences. about:srcdoc Page 19 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Western/Eastern VS Hofstedes Both approaches have limitations, but Hofstede’s dimensions are more nuanced and adaptable for analysing individual countries. Hofstede’s dimensions are better suited for practical applications such as business, leadership, or intercultural communication. The Western/Eastern lens may overlook the diversity within India, such as the coexistence of collectivist and individualist tendencies in different regions or communities. Hofstede’s approach provides specific insights into power dynamics and time orientation. Five dimensions of Hofstede’s framework Geert Hofstede (1928 - 2020) Individualism vs. Collectivism Theoretical Definition This index explores the degree to which people in a society are integrated into groups. Individualism: Defined as a preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families. Collectivism: Represents a preference for a tightly-knit framework in society where individuals can expect their relatives or members of a particular in-group to look after them in exchange for unquestioning loyalty. Individuals see themselves as nodes in a web, giving help to others with the expectation of receiving help back in the distant future. Self-Image defined as “I” or “we.” Individualistic: USA, Australia, Canada Collectivist: China, HKSAR, Venezuela Managerial Implications Collectivistic Culture: Social acceptance is crucial; advertisements focus on getting along with social others. Example: Ads might highlight family gatherings, traditions, or the idea of the home as a communal sanctuary (e.g., about:srcdoc Page 20 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM CocaCola's campaigns in Korea focusing on friendship and fun). Individualistic Culture: Emphasis on competition; advertisements focus on self- expression, uniqueness, and personal comfort. Example: CocaCola ads may highlight how the product refreshes and satisfies individual consumers. Power Distance Theoretical Definition: This dimension expresses the degree to which the less powerful members of a society accept and expect that power is distributed unequally. The fundamental issue here is how a society handles inequalities among people. Higher Degree of the Index: Indicates that hierarchy is clearly established and executed in society, without doubt or reason. (Examples: Russia, China, India) Marketing Implication: Brands may emphasize elite membership programs and formal recognition in their marketing strategies, catering to consumers' desire for status and belonging within a clearly defined hierarchy (e.g., HSBC One, Premier, and Premier Elite). Lower Degree of the Index: Signifies that people question authority and attempt to distribute power. (Examples: Germany, UK, Sweden) Masculinity vs. Femininity Theoretical Definition Masculinity: A preference in society for achievement, heroism, and assertiveness; society is more competitive, with clearly defined social gender roles. Femininity: A preference for cooperation, modesty, caring for the weak, and quality of life; society is more consensus-oriented, with overlapping social gender roles. Business Context Masculinity vs. Femininity can also be viewed as "tough vs. tender" cultures. Cultural Indices: Top Masculinity: Japan (95) Bottom Masculinity: Sweden (5) Gender Overlap: In Sweden, men and women can fulfill similar roles. about:srcdoc Page 21 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Advertising Implications Ads highlighting traditional gender roles may resonate more with masculine societies. Ads that challenge gender norms may be better received in feminine cultures. Examples: BMW China: The mother is portrayed as the primary caretaker, while the father is characterized as a dedicated worker and hero in the storyline. Elkjøp (Electronics Retailer): A father gifts his transgender daughter an electronic hair curler, showcasing gender neutrality and the blending of gender roles in a highly feminine society like Sweden. Uncertainty Avoidance Theoretical Definition Refers to the degree to which members of a society feel uncomfortable with uncertainty and ambiguity. It addresses whether individuals prefer to control the future or let it unfold naturally. Characteristics of UAI in Societies Strong UAI (avoidance): Maintain rigid codes of belief and behavior. Intolerant of unorthodox behavior and ideas. Examples: Russia, Japan, Korea. Weak UAI (tolerance): Exhibit a more relaxed attitude where practice counts more than principles. Embrace uncertainty, adopting the mindset of "whatever happens, happens." Examples: English-speaking countries, Singapore. Implications for Marketing and Framing Low UAI: Risky scenarios may lead to greater rewards. Marketing should utilize approach motivation in advertisements (e.g., encouraging purchases of insurance by emphasizing potential gains like replacing an upgraded kitchen after a fire). High UAI: about:srcdoc Page 22 of 23 Consumer Behaviour Exam Notes 7/12/2024, 11:16 PM Focuses on avoiding disaster. Utilize avoidance motivation in marketing strategies. Example: ADMINE's approach to rekindling Greek consumers' interest in NOYNOY focused on the product's legacy, tradition, and childhood significance. High UAI consumers tend to perceive change as risky, leading to loyalty in brands that provide a sense of security. Marketers should aim to reduce perceived risks. Short/Long-Term Orientation Theoretical Definition This dimension associates the connection of the past with current and future actions/challenges. Long-Term Oriented Societies Foster pragmatic virtues oriented towards future rewards, such as saving, persistence, and adapting to changing circumstances. Emphasizes the need to plan for different stages in life (e.g., China, India). Example: AXA highlights the connection between the country’s founding fathers and the future by emphasizing the “enduring value” of their insurance plans. They focus on future rewards and benefits, understanding that traditions and habits can change. AXA explains that their insurance plans help Nigerians “remain influential in the lives of their families and loved ones while they are here and even more when they are gone.” They aim to make people see the bigger picture. Short-Term Oriented Societies Focus on the here and now, often discounting future outcomes compared to the present. people believe that anything could happen at any time, leading to a focus on immediate needs. (Sweden, UK, Germany) Example: Nationwide Insurance emphasizes this perspective, illustrating that life comes at you fast and disasters could happen anytime. about:srcdoc Page 23 of 23