CULTURE

1. CULTURE • What is culture? • Culture and subculture • How does culture manifest itself? • How does it impact marketing tasks? NOT a universal practice!

2. Definitions • Culture: “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man as a member of society.” Alternative definition: “Meanings that are shared by most people in a group” [at least to some extent]. (Adapted from Peter and Olson, 1994)

3. More Cultural Lessons... • Cologne ad featuring a man “attacked” by women failed in Africa • Food demonstration did well in Chinese stores but not in Korean ones--older women were insulted by being “taught” by younger representatives • Pauses in negotiations • Level of formality

4. Cultural Lessons • Diet Coke is named Light Coke in Japan--dieting was not well regarded • Red circle trademark was unpopular in Asia due to its resemblance of Japanese flag • Packaging of products is more important in some countries than in U.S. • Advertisement featuring man and dog failed in Africa--dogs were not seem as man’s best friend

5. Impact of Culture Norms—ranges of appropriate behavior Cultural Values Consumption Patterns Sanctions— penalties for violating social norms Text, p. 43

6. The Whole vs. Parts

7. Hofstede’s Cultural Dimensions • Individualism (vs. collectivism) • Power distance • Masculine vs. feminine • Strong vs. weak uncertainty avoidance • Short vs. long term orientation Based on interviews with IBM executives throughout the World--1980s

8. Some Other Dimensions • Affectivity vs. affect neutrality—extent to which emotion is expected to be shown • Universalism vs. particularism • Ascription (identity) vs. achievement (accomplishments) • Specificity (task orientation) vs. diffuseness (relationship maintenance)

9. Characteristics of Culture • Comprehensive • Acquired (learned) • Manifested in boundaries of acceptable thought and behavior--norms and sanctions • Conscious awareness limited (frequently taken for granted) • Dynamic vs. static

10. Other-oriented values Individual vs. collective (Hofstede) Youth vs. age Extended vs. limited family Gender roles/power Competitive vs. cooperative Diversity vs. uniformity Environment-oriented values Cleanliness Performance/status (Hofstede’s Power Distance) Tradition vs. change Risk taking vs. security Problem solving/fatalistic Nature A Comprehensive List of Cultural Value Dimensions

11. Self-oriented Active vs. passive Sensual gratification/ abstinence Material vs. non-material Instrumental Terminal Hard work vs. leisure Religious vs. secular More Value Dimensions

12. Language: Be Careful! • All Latin Americans (except Brazilians) speak Spanish--don’t they? • Slang--e.g., “Daughter hanged for crimes in youth...” • Euphemisms • Non-verbal communication--what do gestures and tone imply! Is this guy playing real “football?”

13. Geography--Surprisingly Impactful • U.S. and most Western European areas are highly generally accessible • Compare to areas in the developing World: • China • Russia • Latin America (even Mexico), Africa • Communication vs. shipping

14. Climate and Topography: The Case of Latin America • 4,500 by 3,000 miles (at widest) • 48% forests • West coast dominated by mountain ranges • 5% of land arable • Natural barriers inhibiting growth • Large proportion of residents in cities; people in rural areas often do not associate themselves with countries

15. China: Geography • Very rapid progress on Shanghai infrastructure • Rural villages are difficult to access • Strong regional differences even within the country

16. High vs. Low Context Languages • How precisely does language delineate what is being said? • Language information conveyors: Subjects, objects, tense, gender, singularity • Language richness (words with meanings of different shades) German Latin Great languages for puns! ------- Spanish ------- ------- French -------- English Japanese Chinese Low High context context

17. Ambiguity: An Example • Hai--meanings: • Yes, I agree • Yes, I hear what you are saying • (I hear you are saying something)

18. Chinese Language Examples • No “-ness” suffix to describe abstract attributes (e.g., “coolness, gentleness”) • No word for “size”—use “big-small” of feet for shoe size • No “whiteness” “white of swan”

19. Time monochronic vs. polychronic meanings Personal space preferred distance territoriality interaction with/ignoring people in close proximity Symbols colors historical associations Friendship and acquaintance Agreements Etiquette Some Issues in Culture

20. Eastern vs. Western Culture • Differences in • Values • Perceptions of • Objects • Reality • Stability vs. change • Control • Perceived roles

21. Some Tendencies Source: Richard E. Nisbett, The Geography of Thought: How Asians and Westeners Think Differently … and Why, New York, 2003, The Free Press

22. More Tendencies • Westeners tend to rate themselves • More unique than average and what they are • “Above average” in ability • Easteners tend to rate themselves • Less unique than they really are • “Below average”

23. Parenting • Western • Child given choices • In play, parent asks questions about objects • Eastern • Choices made for the child • Child reared to stay with mother most of the time • Parent asks questions about feelings • Feelings in disciplinary talks • “The farmer feels bad that you did not eat everything…” • “The toy is crying because you threw it.”

24. Proverbs • Western: “The early bird gets the worm” • Eastern: • “The first bird in the flock gets shot” • “A nail that stands out will be hammered down.”

25. Values Source: Richard E. Nisbett, The Geography of Thought: How Asians and Westeners Think Differently … and Why, New York, 2003, The Free Press

26. Some implications • Thanking people—for things they are clearly supposed to do? • Why the need for a choice between 40 different brands of cereal?

27. Socialization • Western textbook: “See Dick run. See Dick play. See Dick run and play.” • Chinese: “Big brother takes care of little brother. Big brother loves little brother. Little brother loves big brother.”

28. Perception of People • Western: People have characteristics independent of the situation • Fundamental attribution error: People attribute their own behavior to the circumstances but that of others to innate characteristics. • Eastern: Person is connected; behavior is the result of specific roles played at the time

29. Western “Atomistic”—broken down to smallest component parts “Unique selling propositions” “How to” Positioning May be “dull and boring” “Copy focused” Asian Holistic “Everything relates to everything else” How things “fit together” and “relate” Visual and oral Contrasting Advertising Perspectives (Aithison 2002) Jim Aitchison, How Asia Advertises, New York: Wiley, 2002.

30. Advertising Content Comparisons • American: • Individual benefit and pleasure (e.g., “Make your way through the crowd) • Korean • Collective values (e.g., “We have a way of bringing people together)

31. “Priming” and learning in a culture • U.S. professor in Hong Kong started letter apologizing for his unworthiness for the job • U.S. manager left room so that an employee could “snoop” on unfavorable report

32. Debate and Conflict • “The first person to raise his voice has lost the argument.” (Chinese proverb) • Use of indirection and projection • Face-to-face vs. anonymous comments • Western adversarial “rule of law” based on consistent universal ideals vs. solution for the case at hand in context

33. Relationships, Education, and Work • Western • Standing out; being “better” • Self perceived favorably • Self-esteem building • Work longer on successful job • Eastern • Harmony • Must “weed out” personal characteristics that might annoy others • Taught self-criticism • Not recognized in profession until after many years of practice • Work longer on unsuccessful job

34. Some Writing Patterns English Romance Judaic Asian Going in circles to avoid being perceived as overly assertive or causing loss of face. Detours are expected to maintain interest and politeness Straight to the point; conciseness valued; theme expressed “But that’s another story.”

35. Level of cultural homogeneity vs. heterogeneity Relatively homogenous: Japan, parts of China, Norway Relatively heterogeneous: U.S., parts of Mexico Needs fulfilled by product Number of people who can afford the product Values relevant to purchase and consumption of product Distribution, political, and legal structures relevant to product Communications opportunities Ethical issues Considerations in Approaching a Foreign Market