Free

Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective - Article Example

Comments (0) Cite this document
Summary
The concept of positioning consumer culture has been developed to respond to the emerging consumer global culture. Marketers employ positioning strategies so that they…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93% of users find it useful
Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective
Read TextPreview

Extract of sample "Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective"

Currently there is a highly connected global market, which has been spurred by growth of trade and investment. The concept of positioning consumer culture has been developed to respond to the emerging consumer global culture. Marketers employ positioning strategies so that they appeal to both global and local consumers. Very little is known about how consumers would respond to the positioning strategies. The global Collective identities and all national identifications are related strongly to how the global and local consumers respond to positioning. Personality has been discovered to predispose individuals in adapting collective identities. Openness traits of personality to experience are related to national and global identity. There are different levels of global and national identity, which include, individual, collective and relational (Stanford 60).
The relational and collective identities are related closely to social identities. It is not possible to carry out exploration on the various consumer behaviors if consumer personality is not included. Personality accounts for a lot of variance in behavior. Personality variables assist in development of conceptual frameworks that are integrated. The most accepted conceptions about personality are the main domains of personality. They are inclusive of agreeableness, extraversion, openness, conscientiousness, and neurocritiscm. These five personal traits help in developing a theory made of five factors. It is important for analyzing of both culture and personality to be carried out together since they constitute each other. Research shows that there exist no frameworks or justifications to link up the personality traits with collective identity (Stanford 78).
Questions
How does understanding of personality traits influence marketing strategies?
What societal influences can play a relevant role with personality traits?
What causes the increased occurrences of complex collective identities?
Works Cited
Stanford, A. "Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective." Journal of International Marketing (2012): 58-73. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Responsiveness to Global and Local Consumer Culture Positioning: A Article”, n.d.)
Responsiveness to Global and Local Consumer Culture Positioning: A Article. Retrieved from https://studentshare.org/journalism-communication/1610262-responsiveness-to-global-and-local-consumer-culture-positioning-a-personality-and-collective-identity-perspective
(Responsiveness to Global and Local Consumer Culture Positioning: A Article)
Responsiveness to Global and Local Consumer Culture Positioning: A Article. https://studentshare.org/journalism-communication/1610262-responsiveness-to-global-and-local-consumer-culture-positioning-a-personality-and-collective-identity-perspective.
“Responsiveness to Global and Local Consumer Culture Positioning: A Article”, n.d. https://studentshare.org/journalism-communication/1610262-responsiveness-to-global-and-local-consumer-culture-positioning-a-personality-and-collective-identity-perspective.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective

Global Marketing and Consumer Culture

.... The emerging culture permeates national borders and culture (Cashmore 1997). The emerging global consumer culture is pushing people to live under a single system. There exist variations between exposure to global flows and the extent to which people identify themselves with the mainstream global trends. Bicultural identities have been formed through globalization (Ritzer 2002). One aspect of the emerging culture is a robust connection with the traditional culture while the other is linked to the emerging global consumer...
9 Pages(2250 words)Essay

Global Positioning Systems

.... Compared with the ground-based equipment, satellite navigation allows exact localization of the aircraft position regardless of whether it is near the surface of the earth or not (About GPS, 2005). The use of GPS systems in navigation enhances the safety of crew and passengers in all regions. Moreover, it reduces the accidents and increases system's capacity. The exploitation of satellite navigation technology provides inexhaustible benefits to the providers and users of aviation. Global Positioning System technology demands buying expensive software and hardware. However, there are cheaper solutions available today through cell phones (Adomatis, 2009). The GPS in most...
4 Pages(1000 words)Essay

Consumer Personality Theories

...Consumer Personality Theories Personality of a Toyota RAV4 user Personality - The Definition Personality can be described as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Although personality tends to be consistent and enduring, it may change abruptly in response to major life events, as well as gradually over time. Personality is integrative - includes interactions of moods, values, attitudes, motives, and habitual behaviors. 1.A. Properties of personality 1. Each individual is uniquely different,...
5 Pages(1250 words)Essay

Global Perspective

...The conclusion of World War II signalled the division of the world into two, violently opposed, ideological camps. The United s and the Soviet Union emerged as the world's two superpowers and as each was the ideological antithesis of the other, they embarked upon a race for the acquisition of supporter/satellite nations, just as they did on an arms race. Their respective military might dictated the imperatives of their refraining from direct military engagement with one another and hence, the conflict between them took the form of a Cold War - a war which did not translate into direct military confrontation. The military power which both the US and the USSR accumulated, most especially weapons of mass destruction, quite... conclusion of...
2 Pages(500 words)Essay

Global Positioning System

...GLOBAL POSITIONING SYSTEM Introduction As is widely known, GPS is a satellite based navigation system developed and maintained by the US DOD broadcasting signals in L1 and L2 bands. It is widely used for many purposes including air and ground navigation, volcano deformation monitoring, fault deformation and plate motions. The 24 satellites operate in six orbital planes inclined at 55 to each other such that user views five to eight satellites from any point on the earth. The position is then calculated by triangulation method with accuracy up to 50 m horizontally and 80 m vertically. Satellite Receiver Geometry The system calculates the position of the receiver by...
5 Pages(1250 words)Essay

Global Perspective

...The New World Order has been deeply affected by both globalization and the global rise of terror. No longer can the world be defined or described inthe terms conceptualised by the New World Order for, although the Cold War may have ended and communism may have fallen and along with it, the superpowers’ race for nuclear armaments, we still live in a deeply divided and conflict-riddled global political system. Globalization, as in the global proliferation of trade, the intensification of cross-cultural and transnational communications and interactions and, importantly, the annihilation of national borders as an obstacle to trade and the...
2 Pages(500 words)Essay

Collective culture

...Collective Culture How can better understanding our collective cultural heritage and shared humanity across time and geographic place help us to be better stewards of a global future? What role or roles do you believe understanding cultural differences across time and throughout the world plays outside academia, if any? Support your response with specific examples or details. Discerning our collective cultural heritage with an in-depth appreciation inspires us to have the will to take custody of its security and preservation which by instinct, consequently permits us to foresee how this...
1 Pages(250 words)Essay

Local Responsiveness Strategies

...to detail is crucial in such transactions as customers can easily be lost given the indirect contact with the company. Significant to yielding a positive reaction from the domestic markets is the localization strategy, which seeks to customize the product in favor of the customers about their differences in culture and politics. In my view, this strategy has a major influence on the responsiveness of the locals as it relates most closely to their desires. For this reason, this attribute ought to be given the most preference in generating the model for use by Star bucks. Concluding the concepts mentioned above, use of the market mix that...
3 Pages(750 words)Essay

International Marketing: Global Markets

.... 836-864 Lee, L, Gongming, Q, & Zhengming, Q 2014, Inconsistencies in International Product Strategies and Performance of High-Tech Firms, Journal Of International Marketing, 22(3), pp. 94- 113 Lennartz, E, Fischer, M, Krafft, M, & Peters, K 2015, Drivers of B2b Brand Strength – Insights From An International Study Across Industries, Schmalenbach Business Review (SBR), 67, pp. 114-137 Mitchell, R, Hutchinson, K, & Quinn, B 2013, Brand management in small and medium-sized (SME) retailers: A future research agenda, Journal Of Marketing Management, 29, 11/12, pp. 1367-1393 PAHARIA, N, AVERY, J, & KEINAN, A 2014, Positioning Brands Against Large Competitors to Increase Sales, Journal Of Marketing Research (JMR),...
12 Pages(3000 words)Essay

Identity, self and personality

...attributes connected to honesty, suitability, social conduct, responsibility to societal establishments, genuineness, particular principles, appropriateness, and openness to establish the framework for an identity, self and personality. By traditional perspective, the identity may be communicated through the standard adjustments that plan mental singularity in time, place, social part and mappings of individual records gives them a sense of identic and personality. This two in independent fields of psychology show dispositional characteristics, moral objectives, and compositions significant change after some time and...
10 Pages(2500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Article on topic Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective for FREE!

Contact Us