International MarketingDichter’s Consumption Motives

A lot in Dichter’s associations between products and symbolic attributes is related to prejudices about age, social class, status

symbols, gender preferences, sex roles, and male-female interactions and relationships with others and the group, which

might have been shared in Dichter’s American context, however, are not necessarily true across cultures

November 2012

3

3.2Shaving with a razor

2.6Buying fur coats for women

4.6Toy guns

4Heavy shoes

3.4Red meat

2.2CoffeeMasculinity - Virility

3.8Power tools

4.8Pistols

3.2Electric trains

2.8Bowling

3.2Sugary productsPower

AVERAGE SCOREDichter's consumption motives

Large breakfastsAssociation of products

with money, male gender,Typically male tasks (in

particular cultures, not all)

Association of productswith male-preferred items, male physical attributes,

gender interactions

Security Ice-cream 2.6

Drawer of neatly ironed shirts 3.3

Real plaster walls 2.8

Home baking 3.6

Hospital care 4.2

Eroticism Sweets 2.5

Gloves 2.5

A man lighting a woman’s cigarette 3

Middle point of the relativity –

universality scale = 3

Dichter's consumption motivesAVERAGE SCORE

Association of productswith culturally constructed

male interpretations of what is erotic or not(extremely outdated)

Association of productswith home-related, reassurement items,

avoiding impairment, tradition, old products

(conservativeness)

3.8Beauty products

3.7Soap(Social) Acceptance

2.8Sugar and honey

4.3ToysLove and affection

3.7Coffee

3Ice-creamCompanionship

1.7Oatmeal

3.3Bathing

4.3Cleaning chemicals

2.7Cotton fabric

1.3White breadMoral purity-Cleanliness

Dichter's consumption motivesAVERAGE SCORE

Association of productsThrough colors (white),

concept of cleanliness (and its relation to chemicals) and acts of self-cleaning

Sharing with Friends

Gifts to childrensweets

Not being poorlyConsidered by others

Dichter's consumption motivesAVERAGE

SCORE

Individuality Gourmet foods 3.8

Foreign cars 2.3

Cigarettes holders 4.5

Vodka 2

Perfume 4.5

Fountain pens 3.2

Status Scotch 3.8

Ulcers 1.7

Heart attacks 1.8

Indigestion 1.5

Carpets 3

Femininity Cakes and cookies 3.2

Dolls 5

Silk 3.7

Tea 2.2

Household curios 3.8

Association of productswith (supposed? Male assumption?) female

preference for certain items

Sicknesses typical of active, stressed, rich, older males

Displaying an indepen-dent Self, being oneself

Reward Cigarettes 2.5

Candy alcohol 2

Ice-cream 3.3

Cookies 3.5

Mastery over environment Kitchen appliances 4.2

Boats 3.7

Sporting goods 3.3

Cigarette lighters 3.5

Dichter's consumption motivesAVERAGE

SCORE

Making a self-gift, rewar-

ding onseself with a present

From me to me

Social environment

Natural/physical environment

(sea, storm, fire, speed, ….)

Disalienation Home decorating 4.5

Skiing 2.5

Morning radio broadcasts 3

Magic-mystery Soups 2.7

Paints 4.5

Carbonated drinks 3

Vodka 2.2

 Unwrapping of gifts 4.8

Dichter's consumption motivesAVERAGE

SCORE

Grand Average is 3.22 (based on average scores per motive)Similar to last year’s average of 3.12

A desire to recenter-refocus on oneself, to change back to an authentic self

Mange ta soupe, ça fait grandir !

Bubbles

Surprise

A consistent pattern over time (However, with a dichotomous scale in previous years)

2002-2003: 40% universal, 60% relative 2003-2004: 44% universal, 56% relative 2004-2005: 36% universal, 64% relative 2005-2006: 36% universal, 64% relative 2006-2007: 45% universal, 55% relative 2007-2008: 49% universal, 51% relative 2008-2009: 44% universal, 56% relative 2009-2010: 37% universal, 63% relative