Discussion Exercises
Discussion Questions
Chapter 7 Consumer Behavior in the International Context: Psychological and Social Dimensions
- Distinguish among these three disciplines in terms of the unit of analysis: psychology, sociology, and anthropology.
Psychology, the study of individual and interpersonal behavior, has the individual as its central unit of analysis. Sociology, the study of groups and human interactions, concentrates on the group instead. In the case of anthropology, the study of human culture, it is concerned with an aggregate, social category level (i.e., a large group).
- Are rational motives more effective than their emotional counterparts in motivating consumers to make a purchase?
The problem with the conventional classification (i.e., rational vs. emotional) is that a consumer may not recognize emotional motives and may have the tendency to rationalize personal behavior by assigning only rational and socially acceptable motives. In addition, the process of classification is not always straightforward. Convenience, for instance, can be both rational and nonrational at the same time. Also there is little concrete evidence to support the superiority of one kind of motive over the other. In the end, whether a motive is rational or irrational is not important. What is important is to identify specific motives relevant for marketing purposes.
- Are consumers' perceptions of products affected by the information concerning the products' countries of origin?
Not only do consumers have general images about certain countries, but they also form specific attitudes about products made in those countries. Several empirical studies support the hypothesis that consumers have stereotyped opinions about specific products from particular countries. ‘Made in’ labels on products are used by consumers as information inputs that can significantly change consumer attitudes towards brands. Therefore, an international marketer should pay attention to the relationship between country of origin and the perception of product quality.
It must be stressed that the effect of ‘country of origin’ can be considerably weakened when consumers are also presented with other product cues (e.g., brand name, retailer's reputation, etc.).
- Explain how attitudes toward marketing, and women may vary across countries.
Attitudes toward marketing are not positive across countries. In many countries, marketing is viewed as unnecessary, annoying, and wasteful. Consumers also have varying attitudes toward government regulations of marketing.
Attitudes toward women also vary from country to country. In many countries, women are still considered as a man's property, and a woman must seek her husband's approval before entering into a contract or being allowed to apply for a passport. Displays of male chauvinism are common in Iran (and in many countries).
- Do social classes exist in the USA, supposedly the land of equality?
Social classes definitely exist in the United States, and Americans are aware of the existence. Social class exists because it, as a functioning mechanism, provides for and assures the smooth operation of the society. For a society to exist, many functions must be performed — some of which are without doubt not very pleasant. The opportunity for upward mobility, however, makes the concept less objectionable in the United States. As a matter of fact, the United States, due to its social mobility, is unique because people have an opportunity to become (i.e., not born) unequal.