CONNECT DISCUSSION FORUM 2 OF 5

(a) In the text, it was indicated that families might influence the consumer
decision-making process. Describe how various family members may assume
the different roles described in Figures 4-11. Also, explain how these roles
might change depending on the product.
(b)Describe how cultural differences might impact viewers’ perceptions of
advertisements. Provide examples

Examining the Reflection of Family in Consumer Behavior and Culture in Advertising -

Connect Discussion Forum 2 of 5

The Influence of Family on Consumer Behavior

Family members' roles may not always be equally important in purchasing decisions.
Depending on the product and family dynamics, different family members play different roles
and have different influences on consumer choice. The sort of good or service purchased has a
big impact on the actual influences within the family. In some cases, the husband may exert
greater influence over the wife when making purchases, while in other instances, the wife is
shown to have more control. There may also be instances where a husband and wife decide
together what to buy. Yet again, there are circumstances in which children appear and influence
purchase decisions. Families, as we all know, are compact social groups with built-in structures
that reflect prevalent cultural norms. The roles of family members in making purchases are thus
determined by the society and culture of which the family is a part. The culture, subculture,
social class, and other reference groups are primarily where these influences originate. A family's
spending patterns change as it progresses through its life cycle (Rajak, 2020). In addition, each
family member has a different personality, which affects who will make what kinds of decisions
about family purchases, which also determines who will play what type of role in family
purchase decision-making.
To operate as a cohesive unit, purchase roles are assigned and carried out by one or more
family members. Therefore, anytime a purchase is made, the person playing each buying role
may change from family to family and from purchase to purchase. Thus, the identity and number
of family members who fill these roles vary. In addition, in any particular circumstance, one
person may play multiple roles or all of them. Hence, it is sometimes possible for one family
member to take on various tasks autonomously, which is an individual choice made within the
context of the family. In other situations, two or more family members will work together to
complete a single role (Lobo, 2021). For example, a single person may perform all buying roles
in purchasing household cleaning products. For instance, one individual might play all the
functions in procuring household cleaning supplies. By contrast, when buying cornflakes, the
mother may make the decision, the children may influence the purchase, and the husband may
serve as the evaluator. As a result, various people may carry out multiple roles during the
purchasing process. In addition, family roles are often assigned in every situation to ensure they
will be managed well. Again, for example, the individual who buys a loaf of bread might not be
the same person who makes or consumes toast. In actuality, the buyer may not have given much
thought to the various brands or manufacturers and may have only done so in response to the
preferences of one or more family members.
Culture and Advertisement
In one culture, advertising is persuasive, whereas, in another, its goal is to increase
consumer and business trust. Therefore, it is impossible to project models from one culture to
another. The main distinction is in the manner of communication. In both interpersonal and mass
communication, several verbal and nonverbal communication styles can be identified, and
culture clusters can be defined where one or other style prevails. This is related to the way people
process information. For some, pictures contain more information than words; for others, the
only way to convey meaning is verbal. People look at how advertising works from the
perspective of their own culture, which may indeed be very different from the perspective of
their counterparts in other cultures. Therefore, understanding the local culture is very important
if advertising has to work effectively (Williams, 2021). 
The Italian fashion company Dolce & Gabbana's 2018 internet marketing campaign, "DG
Loves China," is one instance that exemplifies the cultural perspective. The social media
advertisement featured a Chinese woman attempting to eat pizza and cannoli in a male voice.
She remarked on her actions and offered tips on properly consuming the foods. The advertising
offended the Chinese because they felt that it mocked their culture and had a stereotyped, even
racist, message. Chinese consumers boycotted the brand to mark their dissatisfaction with the
campaign (Pan & Zheng, 2018). This example indicates how it is pertinent for organizations to
understand local attitudes toward global advertisers and, subsequently, to avoid addressing
offensive messages. Consumers determine what they will purchase is heavily influenced by their
culture (Nickerson, 2022). For instance, some cultures relate expensive items to the wealthy thus,
in an advertisement, they would not notice or be attracted to such things. Some items are also
meant for a specific gender in some cultures. In addition, certain products are consumed during
particular times, such as holidays. For example, Coca-Cola products are consumed in large
amounts during special events.
References

Lobo, J. P. (2021). Family in consumer behavior. Family in. Retrieved September 7, 2022, from
http://consumerbehaviour4vtu.blogspot.com/2009/06/family-in-consumer-behaviour.html

Nickerson, C. (2022, May 11). Hofstede’s Cultural Dimensions Theory. Hofstede's cultural
dimensions theory. Retrieved September 7, 2022, from
https://www.simplypsychology.org/hofstedes-cultural-dimensions-theory.html
Pan, Y., & Zheng, R. (2018, November 21). Dolce & Gabbana's new ad campaign sparks
uproar in China. Jing Daily. Retrieved September 7, 2022, from
https://jingdaily.com/dolce-gabbana-racism/

Rajak, H. (2020, May 31). Family buying influences, family life-cycle, and buying roles. hmhub.
Retrieved September 7, 2022, from https://hmhub.in/family-buying-influences-family-life-
cycle-and-buying-roles/

Williams, J. (2021, February 11). The cultural impact of advertising. The Earthbound Report.
Retrieved September 7, 2022, from https://earthbound.report/2011/10/26/the-trouble-with-
advertising-2/

For example, there are different peoples of various cultures in various countries, those have
their own thoughts, beliefs, religion, language and behavior. Therefore, multinational companies use
global brands. Global brand means same name, presentation and same creative strategies used in all
over the world. Coca-Cola is the best example of the product of global brand.

When companies cross a border, there is an imminent risk that disparities in terms of cultures, religions,
and traditions will be encountered, which ultimately may affect how their message is perceived

Revlon, Apple, BMW, McDonald, and Rolex etc. are also companies that uses global brand.

Multinational companies follow the same advertising standard to all market domains universally, which
follow the concept that; though different countries has different cultures but they have common desires
and needs on human background and marketing and advertising is flourishing on these backgrounds and
thus the common products and their same advertisings are developing the universalism on global
platform26 .

https://www.uwasa.fi/materiaali/pdf/isbn_978-952-476-709-5.pdf
http://www.ijstm.com/images/short_pdf/1494566343_C862ijstm.pdf
https://www.researchgate.net/publication/
322413106_Culture_in_advertising_and_advertising_in_culture_Communication_translation_re
presentation
https://www.managementstudyguide.com/role-of-family-in-consumer-behaviour.htm
https://www.nust.na/sites/default/files/documents/CAO712S_Schiffman_CB10e_IM_10.pdf
https://www.nust.na/sites/default/files/documents/CAO712S_Schiffman_CB10e_IM_10.pdf
https://www.healthychildren.org/English/family-life/family-dynamics/Pages/Roles-Within-the-
Family.aspx
https://egyankosh.ac.in/bitstream/123456789/10160/1/Unit-10.pdf
https://ebookbou.edu.bd/Books/Text/SOB/MBA/mba_4321/Unit-08.pdf

REPLIES
Happy Wednesday,
I am impressed with the very compelling points you have provided therein. But did you know
that growing multinational companies have been pushing their products and services across
borders for market expansion, domination, and economies of scale (Theodosiou & Leonidou
2003)? As a result, advertising agencies have also started to go global to serve their clients
worldwide. This global expansion of the advertising industry across culturally diverse markets
makes the task of advertising more challenging, as managers contemplate whether to standardize
for efficiency or localize for effectiveness in their cross-border marketing strategies (Cheon, Cho
& Sutherland 2007). The debate between standardization and adaptation incorporates several
factors; political-legal, economic, demographic, and geographic characteristics which are all
prerequisites for international business. Among these factors, culture is essential for international
marketing because understanding cross-cultural variations in values are pivotal in devising
marketing programs. In the end, advertising has brought more effective communication with
customers, but it also has a new set of challenges, such as cultural sensitivity in advertising.
Thus, it is recommended that marketers do their homework and use a culture-sensitive approach
because a mistake can cost a brand big.
Reference
Cheon, H.J., Cho, C., & Sutherland, J.A. (2007). Determinants of Standardization and
Localization of International Marketing and Advertising Strategies. Journal of International
Consumer Marketing, 19, 109 - 147.
Theodosiou, M., & Leonidou, L.C. (2003). Standardization versus adaptation of international
marketing strategy: an integrative assessment of the empirical research. International Business
Review, 12, 141-171.
Hello there,

I genuinely appreciate your contribution to the forum and presenting your information in such a great
sequence. However, I would like to share some additional details with you as it relates to advertising.
Advertising plays a central role in getting into the head of the consumer. For this reason, the success of
marketing endeavors largely depends upon the prudent use of advertising. In an attempt to persuade
customers, advertisers usually focus on the values the target audience holds. Cross-cultural research
acknowledges that individuals living in different societies differ in their value priorities (Hofstede,
Hofstede, & Minkov 2010). Given that cultures vary in terms of the values they emphasize, marketers
need to understand cross-cultural variation in values to determine the appropriateness of marketing and
advertising strategies in different cultures. The further acceleration of globalization has put international
marketing communication at the top of the managerial agenda, as understanding the influence of culture
on advertising from the host market perspective is crucial to surviving and thriving across borders. To
sum up, marketers are increasingly focusing on understanding the role of culture in the process of
persuasive communications through advertising (De Mooij 2010)

Reference

Hofstede, G.H., Hofstede, G.J. and Minkov, M. (2010) Intercultural Cooperation and Its
Importance for Survival, McGraw-Hill, New York.

De Mooij, M. (2010) Global Marketing and Advertising, Understanding Cultural Paradoxes. Thousand
Oaks, CA: Sage