Week 10-11 Flashcards
Process by which individuals acquire consumer skills, knowledge and attitudes relevant to their role as consumers in the marketplace.`
consumer socialization
Informed by socio-cultural and historic perspectives. Development is an ongoing process. It is not static; it is dynamic.
Cultural Identity
denial defence minimization acceptance adaptation integration
Developmental Model of Intercultural sensitivity
5 Underlying Dimensions of Culture
- Power Distance
- Individualism/Collectivism
- Masculinity/Femininity
- Uncertainty/Avoidance
- Long Term Orientation
Hofstede’s Dimensions of Culture
Focuses on the degree of equality, or inequality between people in a country’s society.
Power Distance Index (PDI)
This ranking indicates that inequalities of power and wealth have been allowed to grow within a society.
High Power Distance (PDI)
This ranking indicates the society emphasizes the differences between the citizens power and wealth.
Low Power Distance (PDI)
Focuses on the degree society reinforces individual or collective, achievement and interpersonal relationships.
Individualism (IDV)
This ranking indicates that individuality and individual rights are paramount within the society.
High Individualism (IDV)
This ranking typifies societies of a more collectivist nature with close ties between individuals.
Low Individualism (IDV)
Me SELF-other self-expression individuality concept-orientation
Individualism
We Self-OTHER Social approval Conformity Socio-orientation
Collectivism
Focuses on the degree society reinforces, or does not reinforce, the traditional masculine work role model of male achievement, control and power.
Masculinity (MAS)
This ranking indicates the country experiences a high degree of gender differentiation.
High Masculinity (MAS)
This ranking indicates the country has a low level of differentiation and discrimination between genders. In these cultures, females are treated equally to males in all aspects of the society.
Low Masculinity (MAS)
Focuses on the level of tolerance for uncertainty and ambiguity within a society.
Uncertainty Avoidance Index (UAI)
This ranking indicates the country has a low tolerance for uncertainty and ambiguity.
High Uncertainty Avoidance (UAI)
This ranking indicates the country has less concern about ambiguity and uncertainty and has more tolerance for a variety of options.
Low Uncertainty Avoidance (UAI)
Focuses on the degree a society embraces, or does not embrace, long term devotion to traditional, forward-thinking values.
Long-Term Orientation (LTO)
This ranking indicates the country prescribes to the values of long-term commitments and respect for tradition.
High Long-Term Orientation (LTO)
This ranking indicates the country does not reinforce the concept of long-term, traditional orientation.
Low Low-Term Orientation (LTO)
uses implied meanings which arise from setting
High context communication
pays more attention to the literal meanings of words than the context that surrounds them
Low context communication
Usually communitarian
High context cultures
Usually individualistic
Low context cultures
People see themselves as part of a circle of relationships
Identity is as a member of a group
In conflict, response is chosen jointly
Maintaining group harmony and cohesion is important
Choices are made in consultation
People are part of a hierarchy
People are accountable to the group
Communitarian/High Context Cultures
People see themselves as independent and autonomousIdentity is individual
In conflict, response is individual
Achievement involves individual goal-setting and action
Everyone is capable of making their own choices
People are autonomous
People are accountable to themselves
Individualistic/Low Context Cultures
Attitudes towards time:
do one thing at a time
tends to be punctual
“time is money”
Monochronic
Attitudes towards time:
do several things at a time
less rigid regarding schedule
business is a form of socialization
Polychronic
