How Globalization Affects Consumer Behavior

How Globalization Affects Consumer Behavior

Explaining the Role of Globalization in Consumer Behavior

The Internet and globalization have had an almost opposite impact on consumer behavior. Before the Internet, people were much more risk-averse, and they were willing to pay more for something sure to be of high quality. Globalization has accelerated this trend, making it cheaper for people worldwide to buy the same things as their neighbors. As a result, consumers are becoming more risk-averse and more selective about which products and brands they buy.

In this article, Alexander Djerassi explores the role of globalization in consumer behavior and how it’s already had a significant impact on our everyday lives.

What is consumer behavior?

Consumer behavior studies the decisions and behaviors of consumers and how they interact with products, services, and brands. The term is often used in business studies and marketing, and it describes how people make purchasing decisions. Consumers may evaluate products and brands based on price, features, quality, reputation, and other factors. Consumers also make decisions about product selection and deal-seeking based on brand loyalty.

Why is consumer behavior important?

Consumer behavior plays a vital role in determining how goods and services are priced, shaded, and delivered. Globalization and the Internet have made it easier for consumers to shop worldwide, allowing them to shop from various points of view. This has led to an increase in town-glorifying hyper-local shopping experiences. As people have more shopping options, they have less reason to be picky, and they are more likely to make decisions based on price, features, and other factors.

The Role of Globalization in Consumer Behavior

While we tend to think of global trade and international communication as negatives, they can positively influence consumer behaviors. Alexander Djerassi notes that, for one, they make products more accessible to a wider audience, increasing the quality of products and increasing consumer confidence in brands.

Increased international travel means that more people are exposed to different cultures, which can also affect consumer buying habits. This can be both good and bad, depending on the individual. When people are exposed to new products and ideas, they can learn about brands they previously heard about but never tried. This can also lead to new brand loyalty, which can improve the health of the brand’s image and help it grow stronger in the long run.

The Future of Consumer Behavior

First, the benefits of being selective have become more apparent over time. Consumers may have become more aware of the benefits of being selective, and the price point may have grown more flexible so that consumers can make more informed buying decisions.

Second, consumers may have become more aware that they can shop around the world, and they can shop at different stores, restaurants, and other places without signing any contracts or giving away any of their personal information. This has made it more difficult for brands to grab consumers’ attention by presenting a high-quality product at a low price. This has seen an increased number of brand reviews online and off, which can help consumers make more informed buying decisions.

The Effects of Advertisements on Consumer Behavior

The Effects of Advertisements on Consumer Behavior

The Effects of Advertisements on Consumer Behavior

Advertising is a cost-effective way to promote your business. It is also one of the most effective and affordable promotional tools available. With the help of advertising, you can reach a target group of people with your particular product or service. Advertising is used for both direct and indirect marketing. The type of advertising you choose will depend on your marketing strategy, budget, and the target market you wish to reach. However, no matter which kind of advertising you choose, be it print, digital or out-of-home, there are certain common effects that all forms of advertising have on the consumer. The impact of advertising on consumer behavior, according to pain management specialist Jordan Sudberg is as follows.


Attitudinal effects are the beliefs, feelings and opinions that the consumer has towards the brand or the brand advocate resulting from the consumption of the advertised product. Consumers can be activated or deactivated depending on the ad they see and how they are talked to. Some ads tend to play on consumers’ fears and insecurities to make them purchase the advertised product. Other ads try to play on consumers’ hopes and dreams to make them buy the advertised product. This can also be referred to as the “activation gap”. There is a big difference between the consumer’s beliefs about your brand before they encounter your ad and after.


Behavioral effects are the actual actions that the consumer takes due to consuming the advertised product. These could be brand switching, purchase of the advertised product, or a mix of both. Behavioral effects fall under three main categories: stimulating, persuasive, and controlling. Stimulating effects encourage the consumer to take any action they might not have otherwise. Persuasive effects encourage the consumer to take any action you want them to take. Controlling effects prevent the consumer from taking an action that you don’t want them to take.


Cognitive effects are the changes that occur in the consumer’s knowledge, attitudes, and beliefs about your brand due to the consumption of the advertised product. There are multiple ways that cognitive effects can occur. Some examples include: altering the meaning of a brand name, altering the meaning of a logo; altering the meaning of a slogan; and altering the way the consumer views your product or service.


Motivational effects occur when the consumer feels a desire to consume the advertised product. This could be happiness, excitement, curiosity, etc. The more intense the feeling is, the more likely the consumer will take action.


Communicative effects occur when the consumer takes action that they communicate to other consumers through their words and actions. This could be a review, a tweet, a like, etc.

According to pain management specialist Jordan Sudberg, many different effects can occur due to advertising. However, certain core principles always remain regardless of which type of effect occurs. The first and most important principle is that the consumer is the center of attention. The second closely related principle is that the consumer always has the ultimate choice. The third principle is that you, the advertiser, should have equal or better effects than the consumer receives from the advertised product.