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Chapter 7

Chapter 7 . Consumer Behavior in the International Context. Psychological and Social Dimensions . Perspectives on Consumer Behavior Motivation Learning Personality - Personality Traits - Hofstede's National Cultures - Clustering: Commonality and Diversity.

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Chapter 7

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  1. Chapter 7 Consumer Behavior in the International Context

  2. Psychological and Social Dimensions • Perspectives on Consumer Behavior • Motivation • Learning • Personality - Personality Traits - Hofstede's National Cultures - Clustering: Commonality and Diversity

  3. Psychological and Social Dimensions • Psychographics • Perception - Formation of Perception - Country of Origin and Perceived Product Quality • Attitude • Social Class

  4. Psychological and Social Dimensions • Group • Family • Opinion Leadership • Diffusion Process of Innovations

  5. Factors • PSYCHOLOGICAL FACTORS - unit of analysis = individual • SOCIAL FACTORS - unit of analysis = group

  6. Psychological Factors • Motivation • Learning • Personality • Psychographics • Perception • Attitude

  7. Social Factors • Social Class • Group • Family • Opinion Leadership • Diffusion Process of Innovations • Culture • Subculture

  8. Hofstede’s National Culture • Individualism vs. Collectivism • Large vs. Small Power Distance • Strong vs. Weak Uncertainty Avoidance • Masculinity vs. Femininity

  9. Country of Origin and Perceived Product Quality • Factors Affecting Perception of Product Quality - Country of Assembly - Country of Design - Retailer's Image - Brand Name - Marketing Factors - Halo Effect vs. Product-Specific Effect

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