Cross-Cultural Models in International Advertising and Consumer Behavior Research

DOI

10.2991/assehr.k.210514.021How to use a DOI?

Keywords

Advertising, Culture, Consumer behavior, GLOBE Cultural dimensions, Marketing

Abstract

Past advertising and marketing research has employed two distinct approaches to understanding consumer behavior. Some studies have used the informational social influence approach by operationalizing the consumer behavior outcome domain as a psychological phenomenon wherein individuals are intended to adopt the actions of others to replicate the accurate behavior in a specified condition. This is contrasted with the cultural approach that advocates normative influence where an individual conforms to be adored or accepted by others. This study is inclined to shed light on the cultural approach wherein conformity is an influence involving a change in consumer behavior to align with normative standards. It is also a common and pervasive approach to define the domains of cross-cultural advertising studies wherein norm-congruence is used in defining the influences on consumption patterns. For a better description, in the case of cultural values incongruence, an individual is persuaded to do somewhat that they might not intend to do but which they distinguish as “necessary” to retain a positive relationship with his/her associated members of a particular group or culture. Thus, the conformity approach generally consequences from identification with the group associates or from compliance of some associates to appease others. The study offered a direction for future international advertising research to tap the cultural influences by using GLOBE dimensions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Syed Hassan Raza
AU  - Bahtiar Mohamad
AU  - Diah Kristina
PY  - 2021
DA  - 2021/05/17
TI  - Cross-Cultural Models in International Advertising and Consumer Behavior Research
BT  - Proceedings of the International Conference on Language Politeness (ICLP 2020)
PB  - Atlantis Press
SP  - 143
EP  - 147
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210514.021
DO  - 10.2991/assehr.k.210514.021
ID  - Raza2021
ER  -