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SU6- Cross-cultural behaviours, innovation adoption - Coggle Diagram

- - - - Cost-effective
      - Usage- when share cross-culture similarities e.g. tech products
    - - Usage- when varying cross-cultural differences (beliefs, values, customs) e.g. food
        
        Self-focus extent
        
        Individualistic ("I" culture)
        
        Self-reliance, initiative
        
        Rational- likely to question extension credibility
        
        Collectivistic ("we" culture)
        
        Group identity, loyalty
        
        Relies on WOM
        
        More likely to accept brand extensions
        
        Styles- wut is the majortiy?
        
        Price-sensitive
        
        Variety-seeking
        
        Brand-loyal
        
        Info-seeking
        
        Measurement- cross-cultural analysis
  - - - Pros
        
        "Ideal"- consumers want to obtain vs. (local, who they currently are)
        
        Consumers assume better image, tech, quality, status (reputation)- power to win attitudes faster
      - Cons- held to higher social responsibility
      - Segmentation
        
        Global citizen- equate global brand with quality, innovativeness; demands social responsibility
        
        Global dreamers- equate global brand with quality; no social responsibility concerns
        
        Anti-globals- do not trust, avoids global brands
        
        Global agnostics- indifferent to global, local brands
    - - Country-of-origin
        
        Decomposition
        
        Assembly
        
        Parts
        
        Design
        
        MI-identify COO animosity presence
        
        Connotes quality, reliability associations/perceptions
- - - - Stages individual passes to arrive at trial/usage decision
      - Stages
        
        Awareness- innovation exposure
        
        Interest- search extra info
        
        Evaluation- against needs
        
        Trial- chance to try on limited basis
        
        Adoption/rejection- use on full basis if favourable
      - Determinants- info sources (impersonal, interpersonal)
    - - Innovators (1st 2.5%)
        
        Characteristics
        
        Special
        
        Low risk perception
        
        Purchase characteristics- constitute substantial % of market product volume; increase loyalty through continuous innovation
        
        Media habits- higher media exposure
        
        Venturesomeness- willingness to adopt innovation
        
        Consumption characteristics- heavy usage
        
        Social characteristics- typically opinion leaders (proud adopters); younger, wealthier, more educated, higher job post
        
        High- openness, optimum stimulation lvl, novelty/variety-seeking, inner-directedness, need for cognition/uniqueness
        
        Low- dogmatism
        
        Affects product acceptance/rejection
        
        Product category specific e.g. innovator in skincare but not tech
      - Early adopters (next 13.5%)
      - Early majority (next 34%)
      - Late majority (next 34%)
      - Laggards (next 16%)
  - - - Comm channels- practical/traditional channels B2C, C2C (social networks)
      - Social system- modern more accepting
        
        Factors
        
        Positive change atitude
        
        Advanced tech, manpower
        
        Education/science respect
        
        Rational (over emotional) social r/s
        
        Interactive outreach system- exchange ideas; well-connected
        
        Members with diff roles
      - (Purchase) time- btw new product knowledge and actual purchase; longer purchase time = longer diffusion time
      - Rate of adoption- pace innovation is acquired, used by target (depends on product type/category, economic conditions, prior marcom efficacy, etc.)
        
        Pricing strategies
        
        Penetration- lower initial prices (encourage adoption)
        
        Skimming- keep initial prices high (recoup R&D cost faster)
      - Innovation- acceptance depends on product characteristics (overnight sensations vs slow impressionist)
        
        Relative advantage (vs. existing product)
        
        Compatibility- consistency with current needs
        
        Complexity e.g. difficult to understand/use- video demonstration (reduce new users' anxiety)
        
        Trialability- possibility of product experimentation on limited basis e.g. test-drive
        
        Observability- extent benefits observable, imaged, described
  - - - Types
        
        Continuous (product modifications)- used similarly as predecessors
        
        Dynamically continuous (somewhat new)- modest usage behavioural change
        
        Discontinuous (extensive tech breakthrough)- consumers to adopt new behaviour patterns
      - Change existing features