International Marketing
Chapter 3: Cultural dynamics2- interactions, mindsets and behaviors
Concept of the self and other: it is largely about people within a society responding positively and unconsciously to membership.
The concept of the self is a modal view of what people are in society and therefore what they are allowed to do. Assumptions are related to the main sociodemographic categories (age, sex, social class) idealized conduct in particular role(the perfect partner, businessman, child).
The concept of the self has major implications in the area of consumer behavior. Briefly, our possessions are a major reflector of our identities, as we ascribe meaning to what we buy and consume, we strive to assert, complete, or attain our “ideal” self through out possessions.
Most studied of self-concept across cultures is the tendency toward an independent or interdependent self-construal. The two relatively stable self-construals which emphasize the degree to which people see themselves as separate from or connected to others. They described the western or individualist self as independent
Is human nature good or bad?
How should we treat unknown people? Unknown people are considered favourably or treated with suspicion when met the first time.
Appraising others, emphasis placed on: age, sex, social class
Assume human nature is good, friendly and open-minded to people we don’t know. Australians have a strong positive belief about new people, who are assumed to be good. Civilized=good, uncivilized(Indians, gamblers, desperadoes)=bad.
In contract, first contact with the Latin Europeans and South Americans can be more difficult.
If human nature is assumed to be good, then friendship develops quickly but often more superficially. When assumed that human nature is generally bad, friendship develops more slowly owing to initial distrust. Friendships will generally be fewer, but deeper. A circle of friends may be a protective barrier against a society perceived as unfriendly.
How do we
Concept of the self and other: it is largely about people within a society responding positively and unconsciously to membership.
The concept of the self is a modal view of what people are in society and therefore what they are allowed to do. Assumptions are related to the main sociodemographic categories (age, sex, social class) idealized conduct in particular role(the perfect partner, businessman, child).
The concept of the self has major implications in the area of consumer behavior. Briefly, our possessions are a major reflector of our identities, as we ascribe meaning to what we buy and consume, we strive to assert, complete, or attain our “ideal” self through out possessions.
Most studied of self-concept across cultures is the tendency toward an independent or interdependent self-construal. The two relatively stable self-construals which emphasize the degree to which people see themselves as separate from or connected to others. They described the western or individualist self as independent
Is human nature good or bad?
How should we treat unknown people? Unknown people are considered favourably or treated with suspicion when met the first time.
Appraising others, emphasis placed on: age, sex, social class
Assume human nature is good, friendly and open-minded to people we don’t know. Australians have a strong positive belief about new people, who are assumed to be good. Civilized=good, uncivilized(Indians, gamblers, desperadoes)=bad.
In contract, first contact with the Latin Europeans and South Americans can be more difficult.
If human nature is assumed to be good, then friendship develops quickly but often more superficially. When assumed that human nature is generally bad, friendship develops more slowly owing to initial distrust. Friendships will generally be fewer, but deeper. A circle of friends may be a protective barrier against a society perceived as unfriendly.
How do we