Consumer Behaviour

Question 1

6 basic emotions and corresponding action tendencies

Answer 1

happiness - high impulsivity, variety seeking, generousity

sadness - change core aspects of decisions/self and keep arbitrary aspects

fear - increased risk perception

disgust - purge and get rid of things

anger - lash out, threaten (ex. bad product reviews)

surprise - pay attention; intensifies other emotions

Question 2

CAGE framework on distances (barriers to expansion)

Answer 2

cultural - ex. language, religion, norms; have to change all 4 Ps

administrative - ex. trading bloc, currency

geographic - ex. physical, time zones

economic - ex. wealth level, infrastructure

Question 3

Hofstede’s 4 cultural dimensions

Answer 3

uncertainty avoidance
- lower UA = faster to adopt new products

masculinity v femininity
- masc. = more materialistic, less importance on quality of life

individualism v collectivism
- more individ. = more unique, impulsive

power distance
- higher PD = respects and expects PD, price-quality inference