Class 6

Question 1

Five dimensions of culture influence how people behave and react to advertising

Answer 1

• 1. Power distance: in power distant cultures (hierarchical cultures), consumers seek more status through consumption/ women tend to use more make up/ there is more inequality/ consumers search less for information as they delegate the responsibility to power holders
• 2. Individualism/collectivism: in individualistic societies there is more use of low-context advertising. The endowment is stronger in individualistic cultures
• 3. Masculinity/femininity: in more feminine cultures, the focus is on consensus and agreeableness. Therefore, the use of hard sell doesn’t work in these cultures
• 4. Uncertainty avoidance: in uncertainty avoidant cultures, people are more risk averse. Consumers try to minimize risk and are reluctant to buy new products in the market
• 5. Long-term/Short-term orientation: in short-term oriented cultures the focus is on here and now, and people have more present biased preferences.

Question 2

Native language advantage

Answer 2

• The use of native language in advertising is preferable in many situations:
• 1. When ads convey emotions: people experience the emotions of words much more strongly in their native language;
• 2. When people process ads quickly: people can grasp the message of ads faster in their native language and unconscious activations work best in the native language
• 3. When people have a low level of proficiency in English
• 4. When people are conservative and have a strong preference for their native language because of nationalistic principles
• 5. When companies aim to associate with the local culture.

Question 3

English in surveys

Answer 3

• The use of English in surveys often bias the responses of people
• Respondents tend to give more extreme answers when answering in English than in their native language
• This is because emotions feel stronger in the native language of people. For instance, “Love” is not as intense as “Amor” or “Liebe” for Portuguese and German native speakers, respectively