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What is Geert Hofstede

Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices
Is the founder of the five cultural dimensions: power distance, individualism/collectivism, masculinity/femininity, uncertainty/avoidance, and Confucian dynamism (long-term orientation versus short-term orientation).
Published in Chapter:
The Psychology of Consumerism in Business and Marketing: The Macro and Micro Behaviors of Hofstede's Cultural Consumers
Ben Tran (California School of Professional Psychology at Alliant International University, USA)
DOI: 10.4018/978-1-4666-5880-6.ch014
In the past decade or so, various models have emerged concerning the study of culture and marketing in regards to consumerism, of which Geert Hofstede's dimensional model of national culture has been applied to various areas of global branding and advertising, and the underlying theories of consumer behavior. Hofstede's model has been used to explain differences regarding the concepts of self, personality and identity, which in turn explain variations in branding strategy and communications. Thus, the purpose of this chapter is to address the psychology of consumerism in business and marketing from the macro and micro behaviors of Hofstede's cultural consumers. The chapter emphasizes Hofstede's fifth cultural dimension, long-term versus short-term orientation regarding marketing. In so doing, both macro and micro paradigms on the psychology of consumers' behaviors will be covered in relation to marketing, as well as a brief history of marketing and the marketing field.
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