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Consumer behaviour
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====Culture==== [[File:535-Skate in A Coruña.jpg|thumb|People with shared interests, such as skaters and bladers, tend to form informal groups known as subcultures.]] [[Culture]] is the broadest and most abstract of the external factors. [[Culture]] refers to the complexity of learning meanings, values, norms, and customs shared by members of a society. Cultural norms are relatively stable over time, so culture has a major effect on consumer behaviour. Research studies have consistently shown that culture influences almost every aspect of purchasing: it affects basic psychological domains such as self-identity and motivation, the way that information is processed, and the way that advertising messages are interpreted.<ref>Torelli, C.J. and Rodas, M., "Globalization, branding and multicultural consumer behavior", in ''Routledge International Handbook of Consumer Psychology,'' Cathrine V. Jansson-Boyd and Magdalena J. Zawisza (eds), Routledge, 2017, p. 41-58</ref> Additionally, perceived value and happiness are critical in shaping consumers' attitudes and behavioral intentions.<ref>{{Cite journal |last=Skandali |first=Dimitra |date=2024 |title=Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value- Based Adoption Model on Luxurious AI Resorts' Applications |journal=De Gruyter|volume=22 |pages=57–85 |doi=10.1515/roms-2023-0099 |doi-access=free }}</ref> The cultural choice of consumption behaviour, the decisive external factor - the overall social and cultural atmosphere- and the decisive internal factor - the consumer's artistic quality, aesthetic pursuit, and cultural value orientation. The cultural choice of consumption must be restricted by two decisive factors inside and outside. The so-called social and cultural atmosphere is embodied in the influence of consumption atmosphere, customs and trends on consumers. For example, all kinds of money-worship consumption criticised by public opinion are the influence of vulgar culture. The so-called internal factors mainly refer to what kind of spiritual realm and value orientation consumers treat consumption, and what they show through consumption is some cultural mentality. Marketers interested in global expansion are especially interested in understanding cross-cultural differences in purchasing and consumption. For instance, Ferrari, one of the world's top brands found that Chinese consumers are very different from their Western counterparts. Whereas consumers in the US, UK and Australia expect to wait 12 months for a custom-made Ferrari, prospective Chinese buyers want to drive the vehicle off the showroom floor. China is an 'instant-gratification market'. Buyers see their friends riding around in a luxury car and want to have the same as quickly as possible. To meet the growing demand for luxury goods, Ferrari and other luxury car makers have been forced to modify their production processes for Asian markets.<ref>Neal, D., "[https://www.wsj.com/articles/SB10001424052702304050304577378032548853036 The Ferrari with the Dragon Tattoo]", ''Wall Street Journal'', 10 May 2012</ref>
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