Consumer dispositions in multicultural contexts: a framework proposition

Miriam Tais Salomao; Sergio Garrido Moraes; Mariana Bussab Porto-da-Rocha; Vivian Iara Strehlau

doi:10.5585/remark.v19i3.15410

Authors

Miriam Tais Salomao ESPM http://orcid.org/0000-0002-6217-5645
Sergio Garrido Moraes ESPM
Mariana Bussab Porto-da-Rocha ESPM
Vivian Iara Strehlau ESPM

DOI:

https://doi.org/10.5585/remark.v19i3.15410

Keywords:

Consumer Dispositions, Ethnocentrism, Nationalism, Patriotism, Cosmopolitanism, Xenocentrism, Exoticism.

Abstract

Objective: Globalisation has led to the formation of cultural flows across national borders, resulting in different behaviours concerning foreign products consumption. The objective of this study is to organise some of the constructs that describe consumer dispositions in multicultural contexts, by tracking the available literature on these dispositions, and by proposing a conceptual framework.

Methodology: It was adopted a conceptual perspective, where a systematic review of the literature was used to organise the ingroup and outgroup dispositions.

Main results: It was identified that the study of consumer dispositions is a relatively recent topic in the academic literature, having 35 years from the first published article, and 53% of them being published in 2016 and after. Also, studies on ingroup dispositions are in a more mature stage than the ones on outgroup dispositions.

Originality: Authors propose a two-dimensional framework that combines pro and anti perspectives of the dispositions.

Theoretical contributions: Beyond the pro perspective already present in the literature, this research proposes the combination of pro and anti aspects, drawing attention to a neutral consumers position. Authors also recommend the inclusion of exoticism as a pro-outgroup disposition in consumer behaviour.

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Author Biographies

Miriam Tais Salomao, ESPM

Miriam is a PhD student in International Marketing at ESPM - Escola Superior de Propaganda e Marketing (Brazil), in partnership with Católica Porto Business School – Universidade Católica Portuguesa. She is bachelor in Statistics and master’s in Business Administration from the University of São Paulo (Brazil). She has lectured at ESPM, FGV and Insper (Brazil), and at Universidade Católica Portuguesa (Portugal), both for Statistics and Marketing disciplines. She also has extensive experience as a Marketing Executive in large retail companies. Her research interests include international marketing, brand management, and consumer behaviour.

Sergio Garrido Moraes, ESPM

Sergio has PhD and master’s degree in Business Administration (International Management) from ESPM - Escola Superior de Propaganda e Marketing (Brazil), and also a specialization in Market, Media and Opinion Research from ESPM / IBOPE, as well as a degree in Business Administration from EAESP / FGV (Brazil). He was the coordinator of the Fashion course at Anhembi Morumbi University, and worked professionally at Nielsen, Danone, Levi's. He is currently a professor at ESPM, in Business Administration and lato sensu Postgraduation Program (presential and online). He is also a consult on branding and lecturer in free courses at Brand Image. Lecturer and researcher on market research, international marketing, consumer behavior, consumer dispositions and generations.

Mariana Bussab Porto-da-Rocha, ESPM

Mariana holds a PhD in Business Administration from ESPM - Escola Superior de Propaganda e Marketing (Brazil), and master’s and bachelor’s degrees from EAESP / FGV (Brazil). She has lectured at ESPM and EAESP/FGV for Marketing and Brading disciplines. She also worked as Marketing Executive for companies such as Johnson & Johnson and Schering Plough. Her research includes a particular interest in cultural products consumption.

Vivian Iara Strehlau, ESPM

Vivian holds a PhD in Business Administration from FGV (Brazil) and was a Visiting professor at Wirtschaftsuniversität Wien (2016). She has been the coordinator of the Executive Master in Consumer Behaviour and Professor of the PhD Program in Marketing, Innovation and International Management at ESPM - Escola Superior de Propaganda e Marketing (Brazil). Elected Representative of Brazil on the Executive Committee of the European Marketing Academy. She is also a legal advisor for trademark dispute. Her research interests are in consumer behaviour and international marketing on topics such as country brand, global brands and consumer behaviour in an international context.

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