Escolar Documentos
Profissional Documentos
Cultura Documentos
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Sources of culture
Language (s)
Corporate of organizational culture
Nationality
Education
(general)
Social class
Sources of culture
Profession
(specialized education)
Sex
(ethnicity)
Group
Family
Religion
Between persons
Time
3
Concept of The self and others
4
Interaction models
5
Attitude towards action
Space
Necessity of being personally acquainted with other, people if one is to communicate and interact with them efficiently versus ability to communicate easily with unknown persons.
Who is a member of the group and what are the relevant ingroups? (b) Ingroup orientation
Belonging to the ingrouup (or reference group: family, tribe, clan, club. Professional society, nation, etc.) may be a necessary condition for being considered a reliable, bona fide partner. What are the group membership conditions? For an individual who belongs to the outgroup. what are the prerequisites for assimilation (if any) ? Tendency to live near to one another, and to be undisturbed by such intimacy. Conversely, tendency to feel the need for private space around ones body, and to resent intrusion into this space (Hall, 1966)
How to deal with physical space? (d) Group cultures with close physical contact versus individualistic cultures desiring private space
Appraising others (b) When appraising others, emphasis placed on: I. II. III. age Sex Social class
II. III.
Trustworthiness is based on sex or not. Social class plays a singnificant role (or not) in concepts of the self and others.
Appraising others (c) Emphasis placed on the self-concept perceived as culturally appropriate: I. self-esteem: low / high II. perceived potency: low / high III. level of activity: low /high Relating the individual to the group (d) Individualism versus collectivism To give the correct appearance one should behave. I. Shy and modest versus extrovert or even arrogant. II. Power should be shown versus hidden. III. Busy people or unoccupied/idle people are well regarded. The individual seen as the basic resource and therefore individual-related values are strongly emphasized (personal freedom, human rights, equality Between men and women); versus the group is seen as the basic resource and therefore group values are favoured (loyalty, sense of belonging, sense of personal sacrifice for the community, etc,)
Interaction models
Basic problem/Cultural orientations
Equality or inequality in interpersonal interactions (a) Power Distance (PD)
What is action?
Values
Country (or country-based, or country-related) image of the generic product Neutral More of less Specific national image Connotes several Different countries Regional image
Made-in related product image (product image based on the made in label)
Price-based Signals
Meaning conveyed by price
Buy seller interactions Consumer behaviour Product evaluation (Tough) competition Target market (s) Distributors (Grey markets)
By
Bargaining rituals, price offers and relationship development. Differences in consumer price-mindedness across cultures. To what extent is quality interred from price? Signalling willingness to compete by dumping prices. Signalling willingness to compete by dumping prices. Signalling desire to avoid parallel imports from opportunistic distributors who disturb international price policy and may damage brand image. Signalling willingness to enter peacefully in a market with cartels. Meaning conveyed by price in high-inflation contexts. Meaning conveyed by price in high-inflation contexts.
(3) Product range (4) Willingness to service consumers (5) Waiting lines (6) Thefts by consumers or personnel (7) Self-service versus personnel in contact
2. Non-verbal communication.
1. 2. Communication through gestures. Facial expressions and communication with the eyes.
5.
7.
Influence of culture on attitudes towards advertising 1. General attitudes towards the role and functions of advertising. 2. General attitudes towards publicity and publiphobia. 3. Attitudes towards comparative advertising.