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Cross-cultural Marketing > H - Cross-cultural communication politics > Flashcards

H - Cross-cultural communication politics Flashcards

1
Q

Laswell-Formula

A

Who says what in which channel to whom with what effect?

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2
Q

How do misunderstandings across cultures develop?

A

In culture A the sender codes an intended message, that is decoded by the receiver in culture B and becomes a perceived message. The intended message equals only then the perceived message, if the coding scheme of the cultures is the same.

  • > communication is successful if receivers interpret the communication in the same way as the sender
  • > interpretation of the codes (verbal and non-verbal) differs across cultures
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3
Q

Pitfalls in Cross-Cultural communication

Under which circumstances is a message understood across cultures?

A
  • the message is coded according to the codes of A. B decodes the message according to his own codes.
  • the more the codes of A and be are similar, the more the intended message will overlap with the perceived message.
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4
Q

Pitfalls in Cross-Cultural communication

Conclusion

A

In many marketing and service contexts it is highly relevant that the marketer is sensible for cross-cultural differences (e.g. tourism)

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5
Q

Characteristics of Symbols

A

Surplus meaning
Information economy
Plasticity
Culture specific

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6
Q

Characteristics of symbols

Surplus meaning

A

A symbol conveys more than the aspects that are directly perceivable. There is a deeper meaning.

Example:
Red Cross

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7
Q

Characteristics of symbols

Information Economy

A

A symbol helps to express something which is verbally impossible or difficult to express.

Example:
World Trade Center -> Sign of Western capitalism

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8
Q

Characteristics of symbols

Plasticity

A

Symbols can modify their shape without losing their meanings.

Example:
Airplane, free as a bird -> Kranich (Lufthansa)

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9
Q

Characteristics of symbols

Culture specific

A

Symbols are learned and they base on social agreement.

Example:
Open office doors

-> Advertisers need to be careful with national symbolic

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10
Q

Comprehension of ad slogans

Language

A
  • important element of culture -> etic vs. emic
  • primary instrument to share and transport meaning
  • language influences which problems we perceive and how we handle and solve them
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11
Q

Comprehension of ad slogans

Language

Sapir-Whorf-Hypothesis

A

Structure of the language influence perception and categorization

(attention: controversial)

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12
Q

Comprehension of ad slogans

Why English ad slogans in the German market?

Causes

A
  • foreign decision makers
  • standardized brand politics
  • demonstrating a global mindset
  • lack of creativity
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13
Q

Comprehension of ad slogans

Why English ad slogans in the German market?

Effects

A
  • pop music effect (contra: music evokes feelings)
  • signalizing internationality, but attenuating problem comprehensibility
  • associations
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14
Q

Comprehension of ad slogans

Why English ad slogans in the German market?

Effects

Associatons of German and English language

A

German:

  • more sustainable
  • authentic
  • more emotional

English language:

  • international/cosmopolitan
  • younger, more modern
  • dynamic
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15
Q

Speech Variety

Relevance of Accents and Dialects in the marketing communication

Examples

A

Advertising, call centers, personal selling, etc.

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16
Q

Speech Variety

Relevance of Accents and Dialects in the marketing communication

Findings about the effects

Criteria

A

Message
Speaker
Behavioral Reaction

17
Q

Speech Variety

Relevance of Accents and Dialects in the marketing communication

Findings about the effects

Message

A

Speech quality
Perception
Recognition
Attitude

Theoretical foundation:

  • limited capacity model
  • theory of distraction
18
Q

Speech Variety

Relevance of Accents and Dialects in the marketing communication

Findings about the effects

Speaker

A

Competence
Social attractiveness
Credibility

Theoretical foundation:

  • social identity theory
  • accent prestige theory (some dialects have a good image and some a bad one)
19
Q

Speech Variety

Relevance of Accents and Dialects in the marketing communication

Findings about the effects

Behavioral reaction

A

Attitude (esp. product)
Intention to buy
Word of mouth

Theoretical foundation:
- speech accommodation theory (you adjust your accent to the receiver)

20
Q

Regional Dialects

Example Study on the Effect of Regional Dialects of Salespersons

Conceptual Model

A

The satisfaction with the salesperson is dependent from:
Effects of a dialect
- dialect X speech quality
- Euphony of dialect
- social stereotypes
Effects of the fit of the regional dialect
- similarity of dialects

21
Q

Regional Dialects

Example Study on the Effect of Regional Dialects of Salespersons

Dialect X speech quality effect

A

(confirmation/disconfirmation paradigm)

  • not the dialect alone, but its interplay with the speech quality is relevant

regional dialect + good speech quality = higher satisfaction with the salesperson

22
Q

Regional Dialects

Example Study on the Effect of Regional Dialects of Salespersons

Euphony of dialect

A

Dialect euphony effect
(implicit personality theory)

  • Implicit personal theories -> stereotypes
23
Q

Regional Dialects

Example Study on the Effect of Regional Dialects of Salespersons

Social stereotypes

A

Dialect prestige effect
(Accent prestige theory)

  • Different dialects have different prestige
24
Q

Regional Dialects

Example Study on the Effect of Regional Dialects of Salespersons

Similarity of dialects

A

Social identity effect
(Social identity theory)

  • Dialect signalizes where someone comes from
  • > signalise origin via dialect
  • > if people have the same dialect you create an in-group
  • > positive effect
25
Q

Advertisments as a Mirror of society?

Content Analysis of German and Russian print ads (Hoffmann/Wittig)

Research question

A

Do German car producers adapt their ads to the target country?

26
Q

Advertisments as a Mirror of society?

Content Analysis of German and Russian print ads (Hoffmann/Wittig)

Findings

A

Considering Hofstedes dimensions the ads were adapted to the cultural profile of the target country

27
Q

Adaptation of humor in ads

Effects of humor in general

A
  • humorous ads are applied world wide
  • positive effects on attention, but effect persuasion is controversial

-> conditions of the effect of humorous ads need to be analyzed.
Is there a need to adapt humorous ads to the culture of the target group?

28
Q

Adaptation of humor in ads

Humor types in ad communication

Incongruity resolution

A
  • laughing results from having solved incongruent information

Examples:
comic wit, satire, sentimental comedy, full comedy

29
Q

Adaptation of humor in ads

Humor types in ad communication

Humorous disparagement

A
  • laughing from enhancing the self at the expense of others

Examples:
satire, full comedy

30
Q

Adaptation of humor in ads

Humor types in ad communication

Arousal safety

A
  • laughing from empathy with likeable characters facing a discomforting situation

Sentimental comedy, sentimental humor, full comedy

31
Q

Adaptation of humor in ads

Humor as “cultural universal”

Culture-bound characteristics

A
  • perception of incongruence and interpretation of surprising events
  • context (Does the type of humor fit to the situation?)
  • preferences for different types of humor
32
Q

Adaptation of humor in ads

Humor as “cultural universal”

Universal characteristics

A
  • ability to laugh about humorous content
  • cognitive elements are the basis for the development of humor (incongruence, surprise)
  • laughing is a physiological reaction to humorous content
33
Q

Adaptation of humor in ads

Humor as “cultural universal”

Moderated model

A

Extended part of the model (culture bound):
- the relation between type of humor and perceived humor is moderated by culture

Core model (culture-free):

  • the perceived humor influences the attitude towards the ad
  • the attitude towards the ad influences the attitude towards the brand

Cross-cultural Marketing (11 decks)

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