Consumer attitudes: Cultural influences, values

 

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more t ...

The purpose of this paper is to provide a brief history of Acculturation Models as well as a new recommended approach to sub-segmenting the U.S. Hispanic market. There are discussions on other factors ...

This article focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with ...

In this article, based on a speech to the Business of Marketing Strategy Conference in April 2004, Cheryl Swanson, co-founder of Toniq, describes the evolving visual landscapes of the last 40 years an ...

Although there are numerous studies related to country-of-origin (COO) effects, empirical findings are dispersed because of the limited coverage of the origins, brands and countries used for investiga ...

Argues for the importance of positioning brands to appeal to “urban America” (i.e. African Americans), and discusses the attitudes, beliefs and aspirations that motivate this group of consumers.

Mark Earls, Ogilvy executive planning director, argues that human behaviour is better understood by thinking of consumers as herd animals (rather than individual decision makers). He then goes on to ...

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations. We believe there are a set of universal needs that brands ca ...

This paper addresses the challenge of cross-cultural positioning of brands. It is based on the premise that consumer behaviour is driven by deep-seated needs and basic values that are primal in nature ...

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as marke ...

This study investigates the perceived risk that has been considered as influencing the consumer purchase decision process during online shopping. For the purpose of this study, perceived risk is defin ...

Discusses the growth of anti-American feeling, and whether it is a real trend that marketers need to take into account. The study reported combined desk research, qualitative expert interviews, group ...

The paper falls into three sequential sections: First, what is paradigm shift and why it is so important Secondly, what is the current pattern and its likely future direction? As examples I have picke ...

In 2003 COI Communications, the Government’s communications agency, commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain’s ethnic minority communities. ...

Describes the successful multicultural marketing campaign by American Family Insurance, the Pullman Porter Campaign, to reach African American consumers.

Tom Woodnutt and Fiona Jack contend that opinions of America are at an all-time low. So what are the implications for American brands? This paper discusses research in the UK amongst consumers, plan ...

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but t ...

Cultural sensitivity – understanding the differences that occur across the peoples who inhabit the global village –results in better research designs and better interpretation of results, and helps a ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

The authors of this paper argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of k ...

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication. It describes the values of young people in the MENA region, how the ...

Examines the meaning of the term `cool’, and argues that it describes how cultures change, interact and coalesce, and that marketers need to understand it.

Choices and challenges involved in marketing to cultural groups in the USA (multicultural marketing), including some of the regulatory and legal problems that have arisen. Nike and Coca-Cola cited as ...

Discusses how to market to the growing Latino population in the USA. Nissan and Budweiser cited as examples.

Describes how multicultural marketing is organised at Kodak, both inside the USA and globally.

Discusses the benefits of advertising on Spanish-language TV (and other media) when attempting to market to the US Hispanic population.

Describes a successful partnership with the National Newspaper Publishers Association (NNPA) to become involved with, understand the needs of, and market to the African-American community in the USA. ...

Describes the new Russian immigrant communities in America. They are “young, educated, worldly, ambitious, and most come with money to spend.” They represent a still untapped market.

Discusses how Nissan markets its cars to different cultural and ethnic groups in the USA.

The present study examines the extent to which American consumers' political attitudes translate into their economic preferences in the post-September 11 climate. Specifically, nationalism, patriotism ...