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
Compare high and low- context cultures in terms of ‘Sense of self and space’
Low context: informal handshakes
High context: formal hugs, bows, and handshakes
Compare high and low- context cultures in terms of ‘Dress and appearance’
Low context: Varies widely, dress for success
High context: Indication of a position in society, religious rule
Compare high and low- context cultures in terms of ‘food and eating habits’
Low context: Eating is a necessity, fast food
High context: Eating is a social event
Compare high and low- context cultures in terms of ‘Time conciousness’
Low context: Linear, exact, promptness is valued, time = money
High context: Elastic, relative, time=relationships
Compare high and low- context cultures in terms of ‘Family and friends’
Low context: nuclear family, self oriented, value youth
High context: extended family, other oriented, loyalty
Compare high and low- context cultures in terms of ‘values and norms’
Low context: independence, confrontation of conflict
High context: Group conformity, harmony
Compare high and low- context cultures in terms of ‘beliefs and attitudes’
Low context: Egalitarian, challenge authority, gender equity
High context: Hierarchal, respect for authority,gender roles
Compare high and low context cultures in terms of ‘mental process and learning’
Low context: linear, logical, sequential, problem solving
High context: Lateral, holistic, accepting life difficulties
Compare high and low context cultures in terms of ‘business/work habits’
Low context: deal oriented, rewards based on achievement
High context: relationship oriented, rewards based on seniority
What is the role of language in global marketing?
Language is important in information gathering and evaluation efforts
Language provides access to local society
Language capability is important to company communications
Language enables the interpretation of context
Name Hofsteges five cultural dimensions
- Individualism vs Collectivism
- Small versus large power distant
- Masculinity vs femininity
- Weak vs Strong uncertainty avoidance (risk tolerance)
- Long term vs Short term orientation
Under Hofstedes dimensions, what does individualism vs collectivism mean?
In a collectivist society the identity or worth of a persons as part of a social system outweighs their value as individuals
Under Hofstedes dimensions, what does small/large power distance mean?
Large power distance cultures are more authoritarian, with subordinates dependant upon bosses
Under Hofstedes dimensions, what does masculinity vs femininity mean?
Cultures that are more dominating vs cultures that are more nurturing of people
Under Hofstedes dimensions, what does uncertainty avoidance mean?
How people tolerate risk
Under Hofstedes dimensions, what does short term vs long term orientation mean?
Long term orientation is thrift and perseverance
Short term orientation is a respect for tradition, fulfilling social obligations and protecting ones ‘face’
