Culture, Attitude, Change, Marketing

What is cognitive dissonance?

A state of discomfort experienced when holding two inconsistent cognitions or behaving in a counterattitudinal manner.

What does Kitayama et al. (2004) suggest about self-construal?

Self-construal explains cultural differences in dissonance effects.

What was the independent variable in Kitayama et al.'s Experiment 1?

Self-construal: Japanese (interdependent) vs. American (independent).

What does 'spreading-of-alternatives' refer to?

The phenomenon where individuals evaluate the chosen alternative more positively and the rejected alternative more negatively after making a decision.

How do Japanese participants differ from American participants in dissonance effects?

Japanese participants report greater spread-of-alternatives when ranking based on others compared to American participants.

What is persuasion in the context of marketing?

The process of changing one's attitude toward something.

What are matching effects in advertising?

Making the message self-relevant by matching a characteristic of the audience with a characteristic of the message or its source.

What cultural themes are emphasized in American advertisements?

Themes of individualism, such as self-improvement and uniqueness.

What cultural themes are emphasized in South Korean advertisements?

Themes of collectivism, such as family integrity and interdependence.

What was the result of the content analysis by Han & Shavitt (1994)?

Ads in the USA emphasized individualism, while ads in South Korea emphasized collectivism.

What did the experiment in Study 2 of Han & Shavitt (1994) reveal?

South Korean participants showed greater intention to buy products when ads emphasized collectivism, while American participants preferred ads emphasizing individualism.

How did eBay fail in the Chinese market?

Due to cultural differences between American and Chinese consumers.

What is the difference in consumer website design between Western and Eastern cultures?

Western sites facilitate consumer-marketer interactivity, while Eastern sites facilitate consumer-consumer interactivity.

What are the consequences of cultural differences in word of mouth (WoM)?

Consumers in collectivist cultures are more likely to seek peer endorsements, while individualist cultures show more self-expressive reviews.

What is the P-C model of attitudes?

The P-C model relates to how cultural differences influence communication behavior.

What is the N-C model of attitudes?

The N-C model relates to the nuances of communication in different cultural contexts.

What is an example of cognitive dissonance?

A smoker who knows smoking is unhealthy but continues to smoke.

What is the significance of the Podcast Assignment Day mentioned in the announcements?

Students are expected to use class time to complete Podcast Assignment #2.

What did the feedback on Podcast Assignment #1 indicate?

Feedback will be provided over the weekend.

What is the purpose of the demo involving album rankings?

To illustrate personal preferences and decision-making processes.

What is the role of cultural differences in global marketing?

Understanding cultural nuances can reshape marketing strategies and prevent miscommunication.

What did the study by Sia et al. (2009) find regarding consumer behavior?

Consumers in collectivist cultures are more likely to rely on peer endorsements for purchase intentions.

What is the impact of social primes on cognitive dissonance?

Social primes can influence the experience of dissonance based on self-construal.

What is an example of a collectivistic ad appeal?

Appeals about family integrity, such as 'A more exhilarating way to provide for your family.'

What is an example of an individualistic ad appeal?

Self-improvement messages like 'You, only better.'

What is the significance of the cultural differences in advertising?

They highlight how marketing strategies must adapt to resonate with different cultural values.