An exploratory study of consumer style: country differences and international segments

• An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi‐country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption.

Copyright © 2007 John Wiley & Sons, Ltd.     

Speaking to Pictures

A review of Peter Steele’s Plenty, a book in which each poem is faced by a colour plate of the painting or object which sparked it off. Hollander’s ecphrasis and Krieger’s ekphrasis are held in – possibly unresolvable – dialectic by Steele’s poems. The only resolution which one can find is one of wit rather than of philosophy.

Helping to improve the group stereotype: on the strategic dimension of prosocial behavior

Three studies consider a basis for intergroup helping. Specifically, they show that group members may help others to disconfirm a stereotype of their own group as mean. Study 1 shows that Scots believe they are seen as mean by the English, resent this stereotype, are motivated to refute it, and believe out-group helping is a particularly effective way of doing so. Study 2 shows that increasing the salience of the English stereotype of the Scottish as mean leads Scots to accentuate the extent to which Scots are depicted as generous. Study 3 shows that increasing the salience of the stereotype of the Scots as mean results in an increase in the help volunteered to out-group members. These results highlight how strategic concerns may result in out-group helping. In turn, they underscore the point that helping others may be a means to advance a group's interest.     

Do people brace sensibly? Risk judgments and event likelihood

Previous research has shown that people become pessimistic about potentially bad news to "brace for the worst." Three studies examined whether people brace differently for rare and common negative events. Results reveal that people brace more for rare negative events than for common negative events (Studies 1-3a), but only when the event is self-relevant (Study 3b). Results also show that people brace more for rare events when feedback is imminent (Study 1), when negative outcomes are salient (Study 2), and when the outcomes are important or consequential (Study 3a). The authors discuss several possible explanations for the findings, including ignorance of the base rate, random responding, and anchoring and adjustment, and ultimately suggest that people may brace "enough."     

An International Study of the Psychometric Properties of the Hofstede Values Survey Module 1994: A Comparison of Individual and Country/Province Level Results

Hofstede's Values Survey Module has been the basis for much cross‐cultural and cross‐national research in the workplace, but little information about its psychometric properties has been available. This study provides internal consistency (coefficient alpha) statistics from samples representing 23 nations/provinces. Across both English and translated versions, internal consistencies tended to be poor, and in the majority of cases failed to achieve even a liberal criterion of 0.60. Even when data were aggregated by sample coefficient alphas were poor for all but long‐term orientation. At the participant level, long‐term orientation and individualism had marginal internal consistencies, whereas power distance, masculinity, and uncertainty avoidance subscales had inadequate internal consistencies. A replication of Hofstede's ecological factor analysis failed to support the five subscales. It is suggested that the construct validity of these scales is suspect, and that they should be used with caution.     

Comprehension skill, inference-making ability, and their relation to knowledge

In this study we investigated the relation between young children's comprehension skill and inference-making ability using a procedure that controlled individual differences in general knowledge (Barnes & Dennis, 1998; Barnes, Dennis, & Haefele-Kalvaitis, 1996). A multiepisode story was read to the children, and their ability to make two types of inference was assessed: coherence inferences, which were essential for adequate comprehension of the text, and elaborative inferences, which enhanced the text representation but which were not crucial to understanding. There was a strong relation between comprehension skill and inference-making ability even when knowledge was equally available to all participants. Subsidiary analyses of the source of inference failures revealed different underlying sources of difficulty for good and poor comprehenders.     

EARLY PARENTING SUPPORT AND INFORMATION: A CONSUMER PERSPECTIVE

The transition to parenthood is a period of both joy and challenge for most parents. There is a recognized need to support parents during this period, yet existing interventions have shown limited evidence of efficacy. This study takes a consumer‐focused approach to examine the needs and preferences of parents both prenatally (n = 77) and postnatally (n = 123) for parenting support. The study used a cross‐sectional design with a purpose‐built online survey. Parents were recruited via online forums, Facebook and parenting blogs, childcare centers, and playgroups. In general, all parents were satisfied with their current levels of both formal and informal support, and about one fourth of parents had accessed a parenting intervention. Parents expressed a moderate level of interest in additional parenting information, and parents expecting their first baby indicated preferences for information about basic baby care needs whereas postnatally, parents expressed more interest in topics around self‐care and behavior management. The implications for developing interventions and engaging families are discussed.