Jurnal Perilaku Konsumen (Bahasa Inggris) tugas softskill ke-2

 International Journal of Consumer Behavior

CONSUMER BEHAVIOR INTER CULTURAL

Abstract World economy increasingly cross-culture. for next decade, as marketers entering new international markets, an understanding of how culture influences consumer behavior will be very important for both managers and researchers consument. article presents a framework that integrates and interprets current research in cross-cultural behavior consumer. Framework also serves to identify areas that require further research and can be used as a template for marketers seek to understand the foreign consumer markets and international they competition. globalization requires enterprises to operate within Multicultural. Several attempts have been made to develop an integrative view of current cross-cultural research on the behavior consumer., but some models of cultural influence on consumer behavior does not offer a framework in which literature can be sufficiently integrated, not strictly based on the theory, or does not contain a full report on how certain cultural dimensions influence consumer behavior specific components.

INTERNATIONAL MARKETING REVIEW 

In some cases, researchers have succeeded in providing a clear managerial model of cross-cultural consumer behavior (eg Samli, 1995). Our framework build on the work and efforts with: 1. offer good cultural dimensionalization easy tooperationalize and theoretically rigorous; 2. provide a widely accepted definition of consumer behavior in terms of its components is not simply a list of topics consumer behavior that may or may not be influenced by culture, and 3. comprehensively integrate and interpret current research in the light of each of the manifestations of the interaction between culture and consumer behavior in the framework of the proposed components.  

As Douglas et al. (1994) suggest, our framework combines different sources,research traditions and methodological philosophy about how to do cross-culturals crutiny. Consumer behavior between Cultures From the perspective adopted, two definitions of culture, emik and ethics, may be considered as two sides of the same coin. Culture is the lens, forming a reality, and blueprints, determines the action plan. At the same time, culture is unique to a group of people take advantage specific. scrutiny provided by the second approach, we gain a more complete understanding of the culture. we now will discuss a model that describes the influence of the culture of reciprocity and behavior consumer culture and individual behavior is the result of the individual's cultural value system to a certain context. Individual's cultural system of values developed over time as they socialized into the culture and subculture particular.

Community cluster area and family values all affect the formation individuals. With cultural value system, the values of culture system includes elements of individual cultures- individuals have in common with the group (s) in which they are located, as well as special values unique to individuals. as model shows, cultural influence consumer behavior, which in itself can strengthen cultural manifestations (Peter and Olson, 1998) An individual consumption behavior can be viewed and copied or rejected by this other. case then can become the norm group behavior and identified as part of the culture of a particular population. The influence of values on consumer behavior Value and cognition. In their study, McCort and Malhotra (1993) describes a number of studies on the influence of cultural values on information processing issues such as categories of perception, inference and learning perceptions.

We now continue to explore the cross-cultural research that still exist today consumer behavior in the light of our frame work. The influence of values on consumer behavior Value and cognition. In their study, McCort and Malhotra (1993) describesome research on the influence of cultural values on information processingissues such as categories of perception, inference and learning perceptions. To For example, several studies have examined the effect of culture on cognitiveprocesses such as perception of time (for example BergadaaÁ 1990). Similarly, Aaker andSchmitt (1997) tested the influence of cultural orientation, operationalized togetherdimensions of individualism-collectivism, self-construal on. In the run experiment, Aaker and Schmitt (1997) found that both individualist and collectivist consumers use brands for self-expressive purposes (like inMcCracken, 1988).

They use the mark, however, in a different way: the collectivist consumers use the brand to reassert their similarity with the reference group of their members, while the individualist consumer to use the mark to distinguish yourself from others reference. Developing consumer ethno centrism is often studied by cross-cultural researchers. The building, as operationalized by Shimp and Sharma (1987),can be viewed as instrumental values (Rokeach, 1973). In their study,Shimp and Sharma (1987) found that consumer ethno centrism determine their perception of foreign than domestic products (cognition), and their attitudes and behavior. Other studies of the value-cognition relations had taken a emik perspective. McCracken (1988, p. 73) clarify the meaning of cultural categories: `` coordinate fundamental cultural categories of meaning. They represent the cultural differences that divide the bottom up'' phenomenal world. Category similar to developing psychological schemata. They help individuals organize and give meaning to the world.  

There are several kinds of cultural categories: categories of time, space, nature, and people. One of the most important ways in which the categories are supported through the consumption of goods. Cultural categories were formed according to the principles of culture, or values. Similarly, D'Andrade (1992) also explains how mental schemas that are influenced by culture. Thus, the anthropological view of culture also recognizes that cognitive constructs (ie category) as determined by the manifestation of culture (ie values). Value and affect. a number of study examined the role of cultural values in the process of attitude formation. We can distinguish between advertising and behavioral research consument. Affect to advertising and / or products are two of the most important gauge of the success of the advertisement. Therefore, the number of researchers have examined affective advertising variables in cross-cultural advertising. In particular, several studies have sought to ascertain the role of cultural values in ad-irritated.

For example, Taylor et al. (1997) compared high and low context effect of symbols on consumer behavior and cognition symbol. Most of the research in this area has been to investigate the effect of language on consumer cognition ', for the most part in advertising acontext. The study of cognition and cognitive structure lends itself naturally to being learned through the tools of cognitive psychology. Therefore, the few studies in this area apply psycholinguistic theory to consumer information processing. Language study in the advertisement has experienced increased attention from researchers. For example, Luna and Peracchio (1999) extend the two theories developed by researchers in psycholinguistics to ads targeting bilingual consumers. Schmitt et al. (1994) compares the speaker of Chinese and English and language implications of structural differences have for consumer information processing and mental representations (whether visually or auditorily information presented example is remembered better).

The effect of rituals on consumer behavior Several cross-cultural studies to explore the role of ritual in consumer behavior.One exception is the (1991) study of ritual Mehta and Belk proprietary India and Indian immigrants to the United States. The authors explain the use of property by immigrants in securing identitas. treasure regarded as a symbol of India to maintain their identity in a public setting, and ownership ritual help shape their cognitive structures, their perceptions about self. Arnould (1989) explained the process of the formation of preferences in ritual behavior in the Republic Niger and also how rituals influence consumer behavior in culture.

Solomon and Anand (1985) describe how the female Rite in New York contemporary clothing consumption. Relationship determine the values, symbols, rituals and consumer behavioris a complicated, data in this study indicate that this [ritual] is probably the aggregate identity preservation strategy anchored in symbols more concrete''. So, the ritual may not reflect the values of the culture in which the ritual originated. Indian food can be eaten by Indian immigrants in the United States (ritual), butpurity teachings ignored food (traditional Indian cultural values). On the other hand,ritual functions as a physical sign to secure an identity. Researchershould investigate the complex relationships in future studies, especially because they happen to each of the three components of consumer behavior: cognition, affect, and behavior.

Conclusion This article provides a framework that integrates and interprets current research in cross-cultural work is practical behavior consumer.framework nature in that it can easily be operationalized by the manager and the consumerresearchers interested in understanding how consumer culture shapebehavior. This framework is distilled from the more general's model of relationship between culture and behavior consument. Manager can useframe work as a template to examine how consumers in foreign markets willreact to the product or service. For example, marketers enter the foreign country to study each cell in Table I to identify potential culturerelated problems or issues. Academic researchers will find useful framework for identifying current body of literature strength and areas that require moreperhatian. Besides therefore, this article attempts to reconcile the two approaches incultural studies as it affects consumer behavior. Ethics and philosophy emikseen as two sides of the same coin, each complementing the other. Through integration of previous work on cross-cultural consumer behavior, weframework provides a global view of the interaction of culture and consumer behavior. Consumer researchers now need to investigate the district inframe work, there is a lack of rigorous studies.

ANALYSIS : From the perspective adopted, two definitions of culture, emik and ethics, may be considered as two sides of the same coin. Culture is the lens, forming a reality, and blueprints, determines the action plan. At the same time, culture is unique to a group of people take advantage certain. With scrutiny provided by the second approach, we gain a more complete understanding of the culture (s). We now will discuss a model that describes the influence of the culture of reciprocity and behavior consumer.