{"id":90018,"date":"2001-04-05T00:00:00","date_gmt":"2001-04-05T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/convergence-and-divergence-in-consumer-behavior-consequences-for-global-marketing-and-advertising\/"},"modified":"2001-04-05T00:00:00","modified_gmt":"2001-04-05T00:00:00","slug":"convergence-and-divergence-in-consumer-behavior-consequences-for-global-marketing-and-advertising","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/convergence-and-divergence-in-consumer-behavior-consequences-for-global-marketing-and-advertising\/","title":{"rendered":"Convergence and divergence in consumer behavior. consequences for global marketing and advertising."},"content":{"rendered":"<h2>Tesis doctoral de <strong>  Moiij M. Katharine De <\/strong><\/h2>\n<p>El tema central que se aborda en esta tesis doctoral es si los consumidores en diferentes lugares del mundo cada vez se comportan de manera m\u00e1s parecida o si, por el contrario, las diferencias en el consumo permanecen. Si se demostrase que los valores de la gentes, y por tanto lo que hace que prefiera unos productos o marcas a otras, son diferentes y se mantienen distintos seg\u00fan pa\u00edses, eso significar\u00eda el fin de la publicidad global estandarizada.  los hallazgos que se muestran en esta tesis doctoral est\u00e1n basados en un meta-an\u00e1lisis de los datos de consumo de un gran n\u00famero de categor\u00edas de productos en distintos conjuntos de pa\u00edses. El an\u00e1lisis de series temporales de esos datos permite medir la convergencia o divergencia a lo largo del tiempo. Se comparan distintos grupos de pa\u00edses, desde una agrupaci\u00f3n mundial hasta conjuntos formados por pa\u00edses m\u00e1s homog\u00e9neos desde el punto de vista econ\u00f3mico. Se han realizado diversos an\u00e1lisis de correlaci\u00f3n y regresi\u00f3n utilizando datos referidos al pib\/per capita y a las dimensiones culturales nacionales establecidas por hofstede (1980,1991,2001), con el prop\u00f3sito de encontrar predictores de las diferencias en el comportamiento de consumo.  el resultado de la investigaci\u00f3n es que, contrariamente a lo que se asume respecto a la convergencia de comportamientos de consumo entre pa\u00edses, existen evidencias de que conforme las rentas convergen, los h\u00e1bitos de consumo de la gente permanecen estables en el tiempo o incluso divergen. para muchos productos, en los pa\u00edses desarrollados se alcanza un techo de convergencia una vez alcanzado un cierto nivel de riqueza y pasado un cierto tiempo. Para algunos productos \u00abantiguos\u00bb, los pa\u00edses m\u00e1s avanzados alcanzaron ese techo hace ya mucho tiempo, lo que no permite que se pueda dar mayor convergencia. Este hecho se refleja en la propiedad y uso de muchos productos.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Convergence and divergence in consumer behavior. consequences for global marketing and advertising.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Convergence and divergence in consumer behavior. consequences for global marketing and advertising. <\/li>\n<li><strong>Autor:<\/strong>\u00a0  Moiij M. Katharine De <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 04\/05\/2001<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>\u00e1ngel Arrese Reca<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: geert Hofstede <\/li>\n<li>M\u00aa Jos\u00e9 Canel crespo (vocal)<\/li>\n<li>philip Jones john (vocal)<\/li>\n<li>Juan De los \u00e1ngeles villena (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Moiij M. Katharine De El tema central que se aborda en esta tesis doctoral es si los [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[8346,17749,324,996,19150],"tags":[17814,187015,17791,187014,32127,187016],"class_list":["post-90018","post","type-post","status-publish","format-standard","hentry","category-actitud-del-consumidor","category-navarra","category-psicologia","category-psicologia-social","category-tecnicas-de-marketing","tag-angel-arrese-reca","tag-geert-hofstede","tag-juan-de-los-angeles-villena","tag-moiij-m-katharine-de","tag-ma-jose-canel-crespo","tag-philip-jones-john"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/90018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=90018"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/90018\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=90018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=90018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=90018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}