Quiz 2

• Value: a basic and fundamental belief that guides or motivates attitudes and actions 

  • Preferences of one state over another 

    • Modern vs traditional 

    • Active vs passive 

• Value system: a prioritization of values that an individual or society hold 

  • Conflicts can result when value systems differ

    • Politics, religions, ethics, and cultural 

• Difference between norm and values 

  • Values are what is important both to us and society as a whole 

    • What is desired 

  • Norms are what is acceptable and appropriate types of behavior 

    • The desirable 

  • Value-belief-norm theory

    • Psychological model >> pro-environmental behavior 

    • It explains pro-environmental behavior and how people's values influence their willingness to take action on social and environmental issues 

    • The theory suggests that people will act in ways that align with their deeply held values 

• Sustainable fashion behaviors 

  • Biospheric values 

  • Altruistic values 

  • Egoistic values 

• Value components 

  • Cognitive: know the preferred “state of being” 

    • Ex: I know I want to be successful in my career

  • Affective: emotional feeling about the value 

    • I feel proud when I am successful

  • Behavioral: leads to action when activated

    • In order to be successful, I will work hard  

• Culture

  • “ the collective mental programming of the people in an environment” (Hofstayder)

  • Culture is a group of people conditioned by the same experiences and education 

    • Collective (not about individuals)

    • Learned and shared beliefs, attitudes, norms, roles, and values 

    • Defined by language, time, and place 

• Cultural onion model 

  • Rituals: collective activities that are socially essential 

  • Heroes: role models within a culture 

  • Symbols: most visible layer of culture 

  • Practices: connecting all layers 

• Expressions of culture 

  • Language 

  • Signs and symbols 

  • Body language

  • Thinking patterns 

  • Communication 

    • Low context communication

    • High context communication

• Hofstedes dimensions of national culture 

  • Handling inequality 

    • Low power distance 

      • Inequality minimized 

      • Anti-authority arguments 

      • Independence 

    • High power distance 

      • Respect authority and elders 

      • “Rightful place” 

      • Dependence 

  • Dependence on others 

    • Individualism 

      • Personal independence

      • Low context communication

      • “I”

    • Collectivism 

      • Group harmony and interdependence

      • High context communication

      • “We” 

  • Decision-making motivation 

    • Motivation (achievement and success)

      • Low MAS 

        • Work-life balance

        • Cooperation over competitive 

      • High MAS

        • Career and achievement focus 

        • Competitive mindset 

  • Dealing with the unknown

    • Low uncertainty avoidance 

      • Comfortable with ambiguity 

      • Less formal rules and structure 

    • High uncertainty avoidance

      • Need for stability and predictability 

      • Strick laws and regulations 

      • reluctance to take risks 

  • Time perspective 

    • Long term orientation

      • Focus on future and adaptability 

      • Modern education 

      • Delayed gratification

    • Short-term orientation 

      • Focus on present and tradition 

      • Do not like societal change 

      • Immediate gratification

  • Dealing with natural drives 

    • Restraint vs indulgence 

Culture and Consumer Attributes 

• Cross-cultural consumer behavior framework

  • Explains how cultural values and social influences shape consumers pyschogial processes and decision-making patterns across different cultural contexts 

  • Why: 

    • predicting/understanding cultural sensitivty 

    • predicting/understanding consumer behavior 

    • One-size-fits-all marketing strategies no longer work 

• Consumer attributes 

  • Concept of self 

    • Perception of the self 

    • Constructued from the beliefs about oneself and the responses of others 

    • Ideal vs actual 

    • In products 

      • Products muts be compatible with ideal self 

        • Become part of the “extended self”

        • Product image should contribute to consumer’s self-concept 

      • Ideal self 

        • IDV = uniqueness and independence

        • COL = life stage, group identity and social status 

    • Hofstede cultural dimension 

      • Individualism

        • Focus on what will distinguish the user from others 

      • Collectivism 

        • Extended self is the group “social self” 

    • Self concept in brands 

      • IDV 

        • Consistent attributes and values 

        • Brand is original and unique 

        • Brand has its own identity from the company that fits the consumer 

      • COL 

        • Inconsistent attributes and values 

        • Brand attribute can defer depending on situation 

        • Brand is a part of a greater whole (company) that fits different context

  • Personality and traits 

    • The sum of the qualities and characteristics of an individual

    • Culture affects your personality 

    • Five-factor model of personality traits 

      • Openness

        •  high flexible vs inflexible

        • Low masculinity (MAS)

        • Low PDI

      • Conscientiousness 

        • High PDI

      • Extraversion 

        • Higher individualism (IDV)

        • Low PDI 

      • Agreeableness

        • Low uncertainty avoidance (UA)

        • Low masculinity (MAS)

      • Neuroticism 

        • High uncertainty avoidance (UA)

        • High masculinity (MAS)

      • Limitations 

        • More differences in personality traits in Europe than in Asian countries 

        • Traits lack fit among countries 

          • Some countries have more dimensions

        • Some traits lack linguistic equivalence 

    • Six factor model of personality traits 

      • Openness 

      • Conscientiousness

      • Extraversion 

      • Agreeableness 

      • Emotionality

•  Role of emotional expression 

  • Western cultures 

    • High emotional expressiveness 

  • Eastern cultures 

    • Emontional restraint 

• Personality in brands 

  • The set of human characteristics/traits attributed to a brand 

  • How a brand speaks, behaves, and connects emotionally with its audience 

• Identity and image 

  • Distinguishing character io personality of an individual (identity)

  • The idea people have about someone or something (image) 

  • Body image (cultural differences)

    • Especially in the US 

      • Appearance leads to self-esteem

      • Appearance associated with other desirable traits 

    • Different perceptions in other cultures 

      • Appearance is important but often tied to maintaining social harmony 

      • Dressing appropriately for one’s role or status 

    • Social comparison theory 

      • 1 out of every 10 thoughts is a comparison 

    • Gap between real and ideal image 

      • Largest in IDV cultures 

        • Leads to disorders 

      • COL cultures external factors important

    • Cultural groups have different definitions of physical attractiveness

      • US media: thin models who are rebellious etc. 

        • Reflects independence 

• Attitude 

  • Individual disposition to evaluate an object or an aspect of the world in a favorable or unfavorable manner 

  • Cognitive components 

    • Attributes and functions of an object 

      • Brand beliefs 

  • Affective components 

    • Sensations, feelings, and emotions 

      • Brand evaluation

  • Theory of planned behavior/attitude towards the ad

    • How you see it, how others see it, and how you can control the in-between

    • Gap between intention and actual buying is larger in UAI+ cultures  

  • Materialism 

    • Strongest in IDV and MAS cultures 

• Lifestyles 

  • Shared values or preferences as reflection consumption patterns 

  • Mental construct that explains behavior 

  • Country-specific (not useful concept within cultures) 

  • Attitudes, opinions, values, and behavior that reflect culture