Gender Differences in Transnational Brand Purchase Decision Toward Mixed Culture and Original Culture Advertisements: An fNIRS Study.

Lian Duan,Lili Yang,Hui Ai,Lianlian Xu,Pengfei Xu

doi:10.3389/fpsyg.2021.654360

Lian Duan, Lili Yang + Show 3 more

Open Access

https://doi.org/10.3389/fpsyg.2021.654360

Copy DOI

Abstract

Culture strategy is very important for transnational brand marketing. Functional near-infrared spectroscopy (fNIRS) is a promising brain imaging modality for neuromarketing research. In the present study, we used fNIRS to explore the neural correlates of consumers’ purchase decision on different cross-culture marketing strategies. Forty Chinese participants watched transnational brands and products advertised with photographs of the brands’ original culture (the original culture advertisements) and advertised with photographs of Chinese culture (the mixed culture advertisements), respectively. The behavioral results showed that the female participants showed significantly higher purchase rate when watching the original culture advertisements than the mixed culture advertisements, whereas the male participants did not show significant preference between these two types. The fNIRS results further revealed that for the female participants, watching mixed culture advertisements evoked significant positive activation in the left dorsolateral prefrontal cortex and negative activation in the medial prefrontal cortex, which was not found in the male participants. These findings suggest possible cognitive and emotional differences between men and women in purchase decision making toward different cross-culture marketing strategy. The present study also demonstrates the great potential of fNIRS in neuromarketing research.

Highlights

Globalization has greatly promoted the international production and sales, providing new choices for global consumers and rich opportunities for transnational enterprises
For the question that how much the advertisements presented an integration of the brand and the product with Chinese culture, the MC advertisements got an average rating of 4.86 ± 0.16, whereas for the question that how much the advertisements presented the original culture that the brand and the product belong to, the OC advertisements got an average rating of 4.86 ± 0.10, and no significant difference was observed between the MC and the OC advertisements (p = 0.96)
We found that the female participants showed significantly higher purchase rate when watching the original culture advertisements than the mixed culture advertisements, whereas the male participants did not show significant preference between these two types

Summary

Introduction

Globalization has greatly promoted the international production and sales, providing new choices for global consumers and rich opportunities for transnational enterprises. Culture plays an important role in influencing the consumers’ attitude and purchase intention toward a brand (Zhou et al, 2015; Choi et al, 2020). For a transnational brand, the cultures between its origin country and host country are usually very different. Culture difference may bring fashion and exoticism feelings to the host consumers and promote the sale (Batra et al, 2000; Strizhakova et al, 2008). Cross-Culture Marketing Strategy marketers to the consumers. How to make the brands accepted by people in the host country of entirely different culture always challenge the transnational marketers (Theodosiou and Leonidou, 2003; Engelen and Brettel, 2011)

Methods

Results

Conclusion