The essay is expected to contribute in providing some new and useful information as it aims to represent the relevance of values and characteristics reflected in the advertisements. Consumer behaviors and Cultures The process involved in consumer behavior is defined by De Mooij as “the study of process involved when people use, purchase and dispose services, products, ideas and experiences so as to satisfy needs and desires” (DeMooij, 2010, P . 93). Everyone in society holds the concept of “self”, which is image about our current personality and the personality that each person wants to be associated with The idea of identity, image and self is linked to the concept of an individual.
Cultural values have a very important duty in the conception of the individual. Individualistic cultures perceive the concept of self as an “autonomous entity” and each person holds a distinctive set of attributes, behaviors and qualities that are developed on the basis of configuration of these specific attributes.
An example is that youngsters in such societies developed their identity to function independently from their family whereas in collectivist cultures, the identity is developed by encouraging dependency and complex relationships in society (Cheng & Schweitzer, 2006). The culture of a particular place will directly influence the types of products that are used by the people in that particular area. This means that these products have a direct cultural endorsement and they are more likely to be preferred by consumers. Advertisers should therefore analyze the various cultures separately and package their products in a manner that ensures they get the appropriate cultural endorsements. There are various symbols that are used in various communities around the world and these are adopted by the advertisers to target these groups of individuals.
In a collective culture, the concept of self is considered as “interdependent entity” developed and encompassed by social relations. As a result, in these cultures, there is bound to be more reference to group terminology rather than individual references. In a masculine-promoted culture, this concept of the self is enhanced as “self-esteem” whereas in a feminine culture the concept of self is modesty (De Mooii.
2010). These symbols have various influences on the people and they might represent luxury or a common feeling. Advertisements make use of these symbols to target the community since they reflect certain needs of the population.
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