A Cross Cultural Comparison of Consumer Tendencies and Subsequent Communication Implications

Continued growth and change in the cultural and demographic diversity of the United States signals vastly different values, norms, experiences, and perceptions across the various consumer groups targeted by marketers. In this paper, the authors employ the Marketing Lens Model as a philosophical base and empirical tool to investigate proposed cultural differences in the brand loyalty, alienation from the marketplace, change seeking tendencies, and believability of television advertising exhibited by Navajo Indian and Anglo consumers. Results of the study showed that the two consumer groups differed significantly on three of the four constructs. Post-hoc analyses were conducted to explore possible gender differences in participant responses. Managerial implications, limitations, and avenues for further research are discussed.