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Joy A. Guevara
Consumer Behavior
2
3Introduction to Consumer Behavior4
Joy A. Guevara
Consumer Behavior
Global marketplace: assimilation (adopting customs, practices, and
language of one culture) vs. transnationalism (continue to observe
one’s native customs, practices, and language within the context of a
larger, newer society); Rex Navarrete, the Fil-Can kid with Filipino
eating habits)
Global consumer culture: people around the world are united by their
common devotion to brand name consumer goods, services, ideas,
and even personalities.
Multiculturalism: age, gender, education, occupation, marital status,
living arrangements, activities and interests, preferences and opinions
Ethics in Marketing:
• Teleology: deals with the moral worth of a behavior as
determined by its consequences; to be ethical, a decision is
based on what is best for everyone involved.
o Utilitarianism: greatest good for the greatest number (a
diet drug is manufactured and sold, and harmful side
effects that may affect only a few people are kept
concealed, because of the greater number of people who
will benefit); cost-benefit
• Deontology: focuses on results on a particular action, and
more value is placed on personal or social values rather than
on economic values; reverse of the Golden Rule (do not do
unto others what you do not want done unto you)
3
4Introduction to Consumer Behavior4
Joy A. Guevara
Consumer Behavior