Decline of Perceptivity in Expatriates with Co-morbid Aggression

The New Marketers’ Segment: International Acculturation of Expatriates Yields Expected Negative Repercussions on Perceptivity and Susceptivity to Advertising Efficacy.

We are very proud to announce that BSB Professor, Dr. Pulin Måleg's research findings were published in this month's edition of the Journal Of Keen Experimentation. Her research was designed to expand the initial findings of Dr. Jura et. al. (Jura, Yankin, Måleg; 2017) and develop an exploitative model of targeted advertising in response to the negative impact on families of cross-border transient employees with respect to perceptivity and susceptivity relative to domestic peers. The findings have implications for marketers who target cross-border employees and families.

FINDINGS: A significant difference in perceptivity and susceptivity was found between cross-border (expatriate) and domestic workers, indicating that cross-border workers experienced significant declines in both innate perceptivity and susceptivity. Ramifications include concomitant solecisms such as uncontrollable aggression, complete lack of sense of direction, and reduced tolerance for any form of badinage (MANOVA F test = 9.43; p = 0.0001). One-way ANOVA F tests showed that the means amongst the control and experimental groups varied on the subscale: linguistic and height differential between origin and expatriate countries.

METHOD: A purposive sample of cross-border families with in- and out-group acculturative transitions receiving both employer and private relocation services in 13 cities representing census regions included 848 primary earners with progenitor roles. A structured telephone interview was used.


CONCLUSION: Given the limited cognitive rationality of cross-border workers within the constraints of specific temporal parameters, marketers should limit advertisements to simplistic messages, utilizing only basic primary colors, and target campaign launches to an ideal specific release date of the first day of April.

© 2017 The Basel School of Business