Convergence and Divergence of Consumer Behavior

Lecture in Korean

Image from Chen Jialiang - IMAGINECHINA/AP

Dr. Sungjip Nam, Professor, Department of Business Administration, Hannam University

Thursday, March 31, 2022
11:00 AM - 12:30 PM (Pacific Time)

“Think Global, Act Local” has been wide spread mantra in global business. Scholars emphasizing in efficiency have stressed about pros of homogeneity in global consumer products. Levitt (1983) proclaimed that global consumer market will converge into commonalities due to benefit of economy of scale. However, there are other voices supporting that global consumers product choices vary depending on the consumer’s cultural background. Mooij (2022) argued that “globalization has not produced globally uniform consumers.” Thus, it is imperative to explore the nature of product choices in diverse global markets.

Hofstede (1983) argues that understanding different cultures is important because culture is based upon political, sociological, and psychological values. Understanding and preparing for cross-cultural differences are stressed more than ever as Multi Nationals expand their territories to other countries and continents. As people are more affluent and choices of products (services) are more diverse, they tend to express individual identity, which is in turn based upon cultural values, more strongly even in the age of globalization. Thus, importance of understanding cultural values and its role on consumer behavior are pronounced both from academia and practitioners.

Because of these cultural dynamics, it is suggested that research findings from one culture may not lead to the same results in another culture (Money, Gilly, and Graham, 1998). However, due to its complexity of nature and broad research scope, research on cross-culture itself and its relationship on various aspects of consumer behavior is still in early stage compare to other fields in management. Through the colloquium, Professor Nam will address several examples of consumption patterns of similar products in different cultures.

 * If you are interested in attending this talk, please email the Center (koreanstudies@international.ucla.edu) for a Zoom invitation.

koreanstudies@international.ucla.edu

Sponsor(s): Center for Korean Studies