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Edible insects might be the meat of the future. However, promoting insects as food, at least in western countries, is not an easy task. Segmenting consumers into various similarly behaving groups and targeting them separately is the first step to more successfully promoting insect cuisine. By taking a cross-cultural perspective on the topic of entomophagy and investigating the impact of different cultural settings, additional insights may be revealed that can be used to develop marketing strategies. The paper aims to discuss this issue.

Using survey data from Switzerland (N=542) and Thailand (N=500), a hierarchical cluster analysis yielded four consumer segments in each country.

Interestingly, in both countries, the segments themselves can be named identically and accordingly to Roger’s diffusion of innovation theory: early adopters, early majority, late majority and laggards. However, the size of the segments and the people within these corresponding segments are quite different sociodemographically and in some of the investigated psychographic scales, such as food neophobia. The authors conclude that consumers in countries with an entomophagy tradition behave quite differently from those without one.

To the best of the authors’ knowledge, this is the first cross-cultural consumer segmentation study on the topic of entomophagy. Based on these results, initial conclusions can be drawn on how to successfully target the specific segments.

In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury.

Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants.

By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury.

Drawing insights from self-verification theory, this research provides a three-path framework to expand the knowledge of consumers’ motivation to purchase luxury.

The purpose of this paper is to explore the nature of customer deference to service providers in service encounters, and articulate its chief antecedents, experiences and consequences.

Data were collected in Thailand, using critical incident technique. A total of 253 subjects share their experiences of being “deferential” (i.e. “kreng-jai” in Thailand) during everyday service encounters.

The findings indicate that in cultures in which the cultural norm (i.e. kreng-jai) is to be considerate of others, customers often become deferential of the service provider during service encounters, especially when customers perceive that the service provider’s well-being is compromised. However, customer deference involves aversive feelings which lead customers to devise coping strategies and avoid future contact with a company.

Using a specific cultural norm, the findings challenge prior finding that people from collectivist culture are more likely to tolerate and be satisfied with service encounters, and document the role of previously unexamined customer-related factors in driving satisfaction in ordinary service encounters.

The findings recommend service providers to preempt customers’ deference by establishing and communicating the role and acceptable behaviors, managing physical distance with customers, and monitoring customer non-verbal behavior and facial expressions to detect the customers’ true feelings.

No prior research has comprehensively examined the phenomenon whereby consumers seek to benefit service providers at the expense of their own well-being. This study demonstrates that customer deference degrades customer satisfaction even in ordinary service encounters.

This paper aims to test the general validity of a hierarchical model of country image conceptualizations across countries that differ in socio-economic development and distance to the exporting country.

Representative consumer samples in Germany, France, China and Thailand (N ∼ 1,000 per country) completed an online survey on three levels of country image regarding Denmark and attitudes towards buying an organic food product from Denmark. Data were analyzed using confirmatory factor analysis and structural equation modelling.

The hierarchical country image model fitted the data well in the two European countries, but not in the two Asian countries. It appears that the hierarchical relationships proposed by the model require a high level of familiarity with and knowledge of the origin country and the product type.

The application scope of the model is considerably narrower than implied by earlier research. Further research should combine data from a number of sources to investigate the model’s application further.

Exporters must pay attention to both the general image of their country and the image of their country with regard to their specific product category, as this impacts consumer product evaluations.

International trade and the success of export strategies ultimately depend on consumer acceptance in importing countries. This study demonstrates how consumer perception of imported products is affected by the exporting country’s image, which may be more or less elaborate and differentiated. It gives exporters new insight into how they can make their marketing effective when entering markets.