Cross-Cultural Models in International Advertising and Consumer Behavior Research

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.