MCS 2600 Lecture Notes - Lecture 27: Acculturation, Ethnocentrism, North American Free Trade Agreement

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

The imperative to be multinational: global trade agreements, eu, nafta, winning emerging markets, acquiring exposure to other cultures, country of origin effects. Country of origin effects: positive: many consumers may take into consideration the country of origin of a product, country of origin commonly, france = wine, fashion, perfume, italy = pasta, designer clothing, furniture, shoes, and sports cars, japan = cameras and consumer electronics, germany = cars, tools, and machinery. Research issues in cross cultural analysis: consumption patterns, the perceived benefits of products and services, the criteria for evaluating products and services, economic and social conditions and family structure, marketing research and conditions, marketing research possibilities. Measures of cross cultural aspects: product quality judgments, willingness to buy products, ethnocentrism, perceptions of consumption culture, acculturation, ethnic self identification, national self identification. Interdependence: attitudes toward local and global products, power, social inequality, risk aversion, ambiguity tolerance, masculinity, gender equality, tradition, prudence, ethnocentrism.