Culture Flashcards
What may american consumers look for in Welch’s Grape Juice advertising?
Americans, who value achievement, accomplishment, and independent thinking, would focus on the positive consequences of their purchasing decisions such as energy levels and taste.
What may asian consumers look for in Welch’s Grape Juice advertising?
Chinese subjects, who tend to value protection and security, and have more interdependent ways of viewing the world, were expected to concentrate on the negative consequences of their actions or decisions.
Buying the grape juice may mean that chinese consumers can reduce risk of heart disease and certain types of cancer
What does SRC stand for?
Self Reference Criteria
What is Self Reference Criteria
Ones unconscious reference to ones own cultural values when attempting to understanding another culture
Who referred to SRC? And when?
James Lee (1966)
How can you eliminate SRC?
Define the problem or goal in terms of home country culture, habits and norms
Define problems or goals in terms of foreign culture
Isolate the SRC influence and examine it carefully to see how it complicates the problem
Redefine the problem without the SRC influence and solve for the foreign market situation
What is the Johari Window? (top left to bottom right)
Open self/area
My blind spot
Their blind spot
Shared blind spot (open for discussion)
Define culture
Culture is the collective programming of the mind which distinguishes the members of one human group from another. It is the learned ways in which a society understands, decides and communicates (Hofstede 1980)
What are the characteristics of culture? (3)
Culture is learned, culture is interrelated and culture is shared
What are the visible and invisible parts of culture
Visible - daily behaviour
Invisible - values and social morals
Invisible - Basic culture assumptions
What are the different layers of culture?
individual behaviour, company culture, business/industry culture and national culture
How does culture affect consumer behaviour?
Culture influences behavioural and consumption decisions thus creating desires and driving the consumer to select products or brands that fulfil specific needs
Name three culture theories
Hofstede (1997) Trommelaars Lee Self Reference Criteria (1966) Globe Project Halls: High and low context cultures (1977)
What is Halls Communications Context? (1960)
Low-context cultures rely of spoken and written language for meaning. Senders of messages encode their messages, expecting that the receivers will accurately decode the words used to gain a good understanding of the intended message
High context cultures use and interpret more of the elements surrounding the message to help develop their understanding of the message. In high context cultures the social important and knowledge of the person and the social setting add extra information and will be perceived by the message receiver
Compare high and low- context cultures in terms of ‘communication’
Low context: explicit, direct
High context: implicit, indirect
