Evaluation of Eastern-Central European Citizen’s Decision-Making Style – a Comparative Study. Part II

Barbara Némethová
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Barbara Némethová: Imperial College Business School, London, United Kingdom

Marketing Science & Inspirations, 2018, vol. 13, issue 4, 2-20

Abstract: Having looked at western and Eastern-Central European adverts, the prominence of fact-based commercials was identified in ECE countries, whereas most of the western advertisements creatively take the audience to a journey, while showing limited information. This comparative study evaluates the reasons for this phenomenon, while answers the following questions: What kind of identity emerges as a consequence of the turbulent political and economic changes, as consumers’ transition from a communist to a democratic country? What kind of adverts do ECE consumers prefer? What influences their decision-making? The first part of the publication looks at identity formation from an academic point of view, with its main focus on Slovak consumers. The second part of the contribution analyses the research findings. The research contributes to the understanding of the potential for travel to change the way that adverts are understood among ECE consumers. Travelling and exposure to different cultures earlier in life altered ECE consumers’ tendency to deconstruct transformational adverts. Based on the research findings, a marketing strategy for foreign brands wanting to penetrate the ECE market was devised.

Keywords: decision-making; cultural differences; consumer identity; Eastern-Central Europe (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:13:y:2018:i:4:p:2-20

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