Đang chuẩn bị liên kết để tải về tài liệu:
Lecture International marketing: Strategy and theory - Chapter 7: Consumer behavior in the international context

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. | Chapter 7 Consumer Behavior in the International Context Chapter Outline Perspectives on Consumer Behavior Motivation Learning Personality - Personality Traits - Hofstede's National Cultures - Clustering: Commonality and Diversity Chapter Outline Psychographics Perception - Formation of Perception - Country of Origin and Perceived Product Quality Attitude Chapter Outline Social Class Group Family Opinion Leadership Diffusion Process of Innovations Factors PSYCHOLOGICAL FACTORS - unit of analysis = individual SOCIAL FACTORS - unit of analysis = group Psychological Factors Motivation Learning Personality Psychographics Perception Attitude Social Factors Social Class Group Family Opinion Leadership Diffusion Process of Innovations Culture Subculture Hofstede’s National Culture Individualism vs. Collectivism Large vs. Small Power Distance Strong vs. Weak Uncertainty Avoidance Masculinity vs. Femininity Temporal Orientation: short- vs. long-term 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 . | Chapter 7 Consumer Behavior in the International Context Chapter Outline Perspectives on Consumer Behavior Motivation Learning Personality - Personality Traits - Hofstede's National Cultures - Clustering: Commonality and Diversity Chapter Outline Psychographics Perception - Formation of Perception - Country of Origin and Perceived Product Quality Attitude Chapter Outline Social Class Group Family Opinion Leadership Diffusion Process of Innovations Factors PSYCHOLOGICAL FACTORS - unit of analysis = individual SOCIAL FACTORS - unit of analysis = group Psychological Factors Motivation Learning Personality Psychographics Perception Attitude Social Factors Social Class Group Family Opinion Leadership Diffusion Process of Innovations Culture Subculture Hofstede’s National Culture Individualism vs. Collectivism Large vs. Small Power Distance Strong vs. Weak Uncertainty Avoidance Masculinity vs. Femininity Temporal Orientation: short- vs. long-term 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 | Chapter 7 Consumer Behavior in the International Context Chapter Outline Perspectives on Consumer Behavior Motivation Learning Personality - Personality Traits - Hofstede's National Cultures - Clustering: Commonality and Diversity Chapter Outline Psychographics Perception - Formation of Perception - Country of Origin and Perceived Product Quality Attitude Chapter Outline Social Class Group Family Opinion Leadership Diffusion Process of Innovations Factors PSYCHOLOGICAL FACTORS - unit of analysis = individual SOCIAL FACTORS - unit of analysis = group Psychological Factors Motivation Learning Personality Psychographics Perception Attitude Social Factors Social Class Group Family Opinion Leadership Diffusion Process of Innovations Culture Subculture Hofstede’s National Culture Individualism vs. Collectivism Large vs. Small Power Distance Strong vs. Weak Uncertainty Avoidance Masculinity vs. Femininity Temporal Orientation: short- vs. long-term 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