Factors Influencing Product Customization: A Cross-Cultural Research on Controversial Product
Date Issued
2008
Date
2008
Author(s)
Kusuma, Meidiahna
Abstract
This study intends to determine the relationship between cultural factors and customization strategy of a global controversial product using Playboy magazine - a global coverage product that also perceived to be controversial – as a research target. Through a content analysis of four nation editions; i.e. the USA, the Netherlands, Indonesia and Japan; the relationships between Hofsede’s cultural dimensions and Hall’s high-low context and the three main components of the magazine (i.e. articles, images and advertisement) are hypothesized and tested. mong those cultural dimensions, femininity/masculinity influences the content of the magazine the most. This dimension especially determines type of articles, model’s level of nudity, number of advertisement of controversial product and number of information cues disclosed in advertisements. As to uncertainty avoidance, it affects advertiser’s decision in disclosing information cues. Furthermore, individualism/collectivism influences editor’s decision in posting images of male models and determining model’s level of nudity. Finally, Hall’s high-low context also relates to the arrangement of number of information cues conveyed in advertisement.
Subjects
product customization
Hofstede’s cultural dimension
Hall’s high-low context
controversial product
Type
thesis
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