1. Chapter 5 Culture & Consumer Behavior American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine

2. Chapter 5 Objectives Explain how advertising differs from the basic communication process Outline the consumer perception process & explain why “perception is everything” Describe how a consumer’s level of involvement with a product influences the decision-making process Describe the fundamental motives behind consumer purchases Explain how advertisers deal with cognitive dissonance Discuss various influences on consumer behavior

3. Framework of cross-cultural consumer behavior Consumer behavior domains Attributes “ who” P rocesses “ how” Social processes Motivation , emotion Group processes Mental processes Cognition, learning Language, perception Attribution Information processing Communication Decision making Personality Self-concept Identity, image Attitude Lifestyle Product ownership and usage Adoption/diffusion of innovations Complaining behavior Brand loyalty Responses to advertising Media usage Source: Adapted from Manrai and Manrai (1996) Income Consumer The person Values, culture

5. Consumer behavior

11. Hierarchy of Effects Model 6- Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

12. 7- The Hierarchy of Effects Model Message Strategies & Advertising Components

29. Global brand positions across cultures Friendly Austria Denmark Germany Finland Sweden UK Norway Belgium Italy France Spain Netherlands PDI- UAI- UAI+ PDI+ Innovative Different Prestigious Turkey, Russia, Ukraine Switzerland Trustworthy

47. Adoption of innovations, USA Innovators Early adopters Early majority Late majority Laggards 2.5% 13.5% 34% 34% 16%

48. Consumer Behavior: Consumer Decision Process e

49. Personal Processes: Consumer Perception

51. Personal Processes: Elaboration Likelihood Model

52. Personal Processes: Consumer Motivation Maslow’s hierarchy of needs Motivation: underlying forces driving decisions Insert ex. 5-5, p. 154 Maslow’s Hierarchy table Position = 0.35” horiz, 3.5” vertical Size = 8.2” WIDE Resolution = 300 dpi Needs are basic & often instinctive Wants are learned during lifetime

53. Personal Processes: Consumer Motivation Rossiter & Percy’s fundamental motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus or reward Insert ex. 5-6, p. 155 8 Purchase Motives Position = 0.5” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

54. Influences on Consumer Behavior Interpersonal Family Culture Society: Reference Groups & Opinion Leaders