The Paper Discusses Cultural Influence Between The Asian Market To That Of The Usa In Relation To Consumer Behavior (Case Study Sample)

This article will discuss Thai’s life insurance advertisement in relation to a country’s cultural influence on consumer behavior, in contrast to the United States. The advertisement shows moments when a young man- “the unsung hero” performs acts of kindness to different people around him without expecting anything in return. The advert however reveals its lessons that the man “witnesses happiness, feels love and receives what money cannot buy- a world made more beautiful” (Fox, 2014).
Culture plays a significant role in determining a person’s wants and behaviors and especially on consumer buying behavior (Chaudhry, 2014). Due to the demographics, language and values consumer behavior changes drastically across different cultures. According to Aaker and Sangupta (2000), culture influences preferences as well as the way people make decisions. Consumer behavior therefore differs because consumers from different cultures have different values and norms.
The difference between the Thai and the US cultures is that the United States is an individualism culture and therefore focuses more on product-related claims in the ads while the Thai culture is a collectivist culture where their subjects are more persuaded by their “ad evaluation” thoughts about the appropriateness of the advertisement than by their product thoughts (Sharon, Michelle & Rose, 1997). Thai consumers are more collectivism and more brand conscious and involve their families in decision making as contrasted with the US consumers who are more individualistic and would rather make their decisions based on the internet than involve their families. This is because in the US, the family is defined narrowly and is less important than in many other cultures. Collectivist cultures place a strong value on uniformity (Mooij, 2004) while individualistic cultures emphasize more on diversity.
References
Aaker, J L., & Sengupta, ...