1. International Marketing Dichter’s Consumption Motives (A lot is related to prejudices about gender preferences, sex roles, and male-female interactions, which are not necessarily true across cultures) November 2010

2. 3.7 3.5Shaving with a razor 3.2Buying fur coats for women 4.36Toy guns 3.76Heavy shoes 3.3Red meat 2.2CoffeeMasculinity - Virility 4.2Power tools 5Pistols 3Electric trains 2.2Bowling 3Sugary productsPower AVERAGE SCORE Dichter's consumption motives Large breakfasts Association of products with money, male gender, Typically male tasks (in particular cultures, not all) Association of products with male-preferred items, male physical attributes, gender interactions

3. SecurityIce-cream2.2 Drawer of neatly ironed shirts2.9 Real plaster walls3.0 Home baking4.0 Hospital care3.2 EroticismSweets3.1 Gloves2.3 A man lighting a woman’s cigarette2.9 Dichter's consumption motives AVERAGE SCORE Association of products with culturally constructed male interpretations of what is erotic or not (extremely outdated) Association of products with home-related, reassurement items, avoiding impairment, tradition, old products (conservativeness)

4. 3.8Beauty products 3.6Soap(Social) Acceptance 3.4Sugar and honey 4.6ToysLove and affection 3.4Coffee 2.9Ice-creamCompanionship 1.7Oatmeal 4.4Bathing 3.2Cleaning chemicals 3.7Cotton fabric 2.4White breadMoral purity-Cleanliness Dichter's consumption motives AVERAGE SCORE Association of products Through colors (white), concept of cleanliness (and its relation to chemicals) and acts of self-cleaning

5. Dichter's consumption motives AVERAGE SCORE IndividualityGourmet foods3.8 Foreign cars2.9 Cigarettes holders3.85 Vodka2.1 Perfume4.9 Fountain pens4.1 StatusScotch4.15 Ulcers2.9 Heart attacks2.8 Indigestion2.7 Carpets3.5 FemininityCakes and cookies4.1 Dolls4.9 Silk3.1 Tea1.5 Household curios4.3 Association of products with (supposed? Male assumption?) female preference for certain items

6. RewardCigarettes2.6 Candy alcohol3.3 Ice-cream3.7 Cookies3.4 Mastery over environmentKitchen appliances3.5 Boats3.4 Sporting goods2.7 Cigarette lighters2.5 Dichter's consumption motives AVERAGE SCORE

7. DisalienationHome decorating4.5 Skiing2.3 Morning radio broadcasts2.6 Magic-mysterySoups3.3 Paints4.24 Carbonated drinks1.8 Vodka1.2 Unwrapping of gifts4.5 Dichter's consumption motives AVERAGE SCORE Grand Average is 3,32 (based on average scores per motive)

8. 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