The basic purpose of this chapter is to acknowledge the role that determinants other than culture play in influencing consumer behavior. The chapter thus examines the psychological and social dimensions, and these include motivation, learning, personality, psychographics, perception, attitude, social class, group, family, opinion leadership, and the diffusion process of innovations.
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Consumer Behavior in the International
Context
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Chapter Outline
Personality Traits
Hofstede's National Cultures
Clustering: Commonality and Diversity
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Chapter Outline
Formation of Perception
Country of Origin and Perceived Product Quality
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Chapter Outline
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Factors
unit of analysis = individual
unit of analysis = group
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Psychological Factors
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Social Factors
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Hofstede’s National Culture
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Country of Origin and Perceived Product Quality
Quality
Country of Assembly
Country of Design
Retailer's Image
Brand Name
Marketing Factors
Halo Effect vs. ProductSpecific Effect