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Delve into the question of consumer homogeneity across cultures with Professor Eugene D. Jaffe. Explore the impact of cultural values on consumer needs, the globalization of markets, and Hofstede's dimensions of national culture.
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Consumer Behavior: Converging or Diverging? Eugene D. Jaffe EDJ
Introduction • This Discussion Deals with the Question of Consumer Homogeneity across Cultures. • Eugene D. Jaffe, Professor, Graduate School of Business Administration, Bar-Ilan University, Israel. EDJ
Topics of Discussion • The Globalization of Markets Assumes that Consumers Needs will Converge. • If so, this will lead to Standardized Marketing Programs. EDJ
Cultural Values: Stability vs. Change • Parents vs.Children EDJ
Hofstede’s Dimensions of National culture • Values of National Culture and Consumption Patterns. • Hofstede’s Dimensions • PDI, IDV, MAS, UAI EDJ
1Strong Uncertainty Avoidance, Masculinity (Status) 2Masculinity (Status) 3New Cars x UAI; >2 cars x MAS, PDI 4Low MASC, low UAI 5Income, weak UAI, FEM EDJ