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Cultural Product Design Matrix
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This working paper addresses the issue of cross-cultural innovation and asks how companies can adapt successfully to culturally different markets in the design of their product. The focus is on the physical product characteristics such as color, size, flavor, and form that vary across cultures and where the culturally different preferences for and meanings of these features are an important factor in marketing and sales of the products. After a general introduction about the influence of culture on production design, the article presents the Cultural Product Design Matrix that serves to guide the product development process in a way that avoids cultural blunders and leads to the creation of products that are culturally adequate in foreign markets. This matrix is then applied to several case studies from the consumer goods industry, in particular the beauty and home care sector, to test its usability as an instrument that can help producers to hedge against culture-related problems in the conception and launch of their products in new markets.
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This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses thescale in accordance with standard procedures. It defines CEP as the degree to which a product is connected with ethnic/national culture. The centrality ofnational/ethnic identity and culture, and its meanings for individuals, lead us to propose CEP as predictive of consumer attitudes and intentions. In particular, we posit that CEP plays a role for local products and potential brands, similar to that played by perceived brand globalness for global brands. We validate a two-dimensional
CEP scale in two cultures - American and Norwegian - and find
that the scale exhibits good psychometric qualities in both. We also present the particularly consistent effects of the ethnic identity relevance dimension of CEP on attitudes and purchase intentions through perceived product quality. The paper concludes with a discussion of the implications for marketing research theory and practice.
Our research examines the effect of product characteristics and retailing factors on the likelihood a consumer makes an impulse purchase. We present a framework for understanding the impulse buying process and use it to explain our findings. Our nested logit model uses data from an adult panel of grocery shoppers over three major household grocery shopping trips. The results indicate that product characteristics have a fifty percent greater influence on impulse buying than do retailing factors. Of the three product characteristics investigated, the hedonic nature of the product has the greatest influence on impulse buying. Of the three retail factors, a store environment with a high-low pricing strategy influences impulse buying the most. Our findings suggest that retailers who want to encourage impulse buying behavior utilize promotional activities and merchandising tactics that attract consumers' attention to emotionally appealing products.
Research Methods: The Basics is an accessible, user-friendly introduction to the different aspects of research theory, methods and practice. Structured in two parts, the first covering the nature of knowledge and the reasons for research, and the second the specific methods used to carry out effective research, this book covers:
Structuring and planning a research project
The ethical issues involved in research
Different types of data and data quality
Analysing and organising data to draw sound conclusions
Writing up and displaying data in effective ways
Complete with a glossary of key terms and guides to further reading, this book is an essential text for anyone coming to research for the first time, and is widely relevant across the social sciences and humanities.
This research demonstrates that the synesthetic cross-modal correspondence between sound frequency and color lightness can guide visual attention: high- frequency (low-frequency) sounds guide visual attention toward light-colored (dark-colored) objects. Three eye-tracking studies indicate that this influence is automatic; it arises without goals or conscious awareness, it seems to take precedence over the influence from a simultaneously occurring semantic correspondence, and it even operates despite explicit instructions to the contrary. Two additional studies highlight the potential role for this influence in marketing contexts. In Study 4, the audio frequency in a soundtrack guides visual attention in a commercial, as evidenced by recall of marketing messages. In Study 5, customers in a supermarket exposed to high-frequency (vs. low- frequency) music are more likely to purchase products from a shelf with light (vs. dark) decor.