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5 Elements of Culture

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beliefs symbols cultural values rituals thought processes

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Hofstede's definition of culture

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the collective programming of the mind which distinguishes the members of one group or category from those of another

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Hall's definition of culture

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An invisible barrier... a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself

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Individuals learn culture in three ways:

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Socialization Acculturation Application

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Which of the following is a way individuals learn culture from social institutions?

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Socialization

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The process of adjusting to a new culture is known as:

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Acculturation

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6 Social Institutions

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Religious Value Systems Government Policies Corporations Media School & Education Family Behaviors

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Family behavior

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varies across the world e.g., extended families living together to Dad washing dishes

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Religious value systems

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differ across the world, e.g., Muslims not allowed to eat pork to Hindus not allowed to consume beef

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School

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education, and literacy rates affect culture and economic growth

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Media

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(magazines, TV, the Internet) influences culture and behavior

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Government Policies

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influence the thinking and behaviors citizens of adult citizens, e.g., the French government offers new "birth bonuses" of $800 given to women as an incentive to increase family size

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Corportations

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influence culture via the products they market, e.g., MTV

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Rituals

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Patterns of behavior and interaction that are learned and repeated vary from country to country Ex: Extended Lunch hours in Spain and Greece

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Language

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the symbols of time, space, things, friendships, and agreements

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Beliefs

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Stem from religious training, vary from culture to culture

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"Asian and Western" thinking is an example of

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Thought Processes

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Hofstede's Dimensions

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Individualism/Collective Index (IDV) Power Distance Index (PDI) Uncertainty Avoidance Index (UAI) Masculinity/Femininity Index (MAS) Time Orientation Index (TOI)

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Individualism/ Collectivism Index (IDV)

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refers to the preference for behavior that promotes one's self-interest

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High IDV cultures

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reflect an "I" mentality and tend to reward and accept individual initiative

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Low IDV cultures

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reflect a "we" mentality and generally subjugate the individual to the group

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Power Distance Index (PDI)

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measures power inequality between superiors and subordinates within a social system

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High PDI

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tend to be hierarchical and value power and social status

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Low PDI

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value equality and reflect egalitarian views

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Uncertainty Avoidance Index (UAI)

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measures the tolerance of uncertainty and ambiguity among members of a society

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Low UAI

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associated with a low level of anxiety and stress, a tolerance of deviance and dissent, and a willingness to take risks

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High UAI

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highly intolerant of ambiguity, experience anxiety and stress, accord a high level of authority to rules as a means of avoiding risk

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Masculinity/Femininity Index (MAS)

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focuses on assertiveness and achievement

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Monochronic time (M-time)

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typifies most North Americans, Swiss, Germans, and Scandinavians Ex) Most low-context cultures operate concentrating on one thing at a time

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Polychronic time (P-time)

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more dominant in high-context cultures Ex) characterized by multi-tasking and by "a great involvement with people"

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Nuclear Family

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a married couple and their offspring Ex) The United States

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Extended Family

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A family that includes three or more generations. Normally, that would include grandparents, their sons or daughters, and their children Ex) Cairo

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Factual Knowledge

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is usually obvious and must be learned, e.g., different meanings of colors, and different tastes; it deals with a facts about a culture.

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Interpretive Knowledge

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is the ability to understand and appreciate the nuances of different cultural traits and patterns. • Requires a degree of insight • It is dependent on past experience for interpretation • It is prone to misinterpretation if one's SRC is used Ex) the meaning of time, and attitudes toward people

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Culture

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the sum of the "values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation"

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Cultural Values

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differences, which is found to exist among countries, affects consumer behavior

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Linguistic distance

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crossing wider language differences increases transaction costs, is proving useful to marketing researchers in market segmentation and strategic entry decisions

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Aesthetics

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art, folklore, music, drama, dance

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Cultural Borrowing

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• : society finding answers by looking to other cultures from which they can borrow ideas for particular problems ex) breakfast---orange from Mediterranean, coffee, waffles by Belgium, wheat Asia minor

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Planned Change

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deliberately set out to change those aspects of the culture offering resistance to predetermined marketing goals

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Unplanned Change

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introduce a product and hope for the best ex) Japan has changed with introduction of milk and bread after WWII---Japan who was predominately fish eaters, have increased their intake of protein and animal fat

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Cultural Imperative

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customs that must be recognized and accommodated if relationships are to be successful

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Cultural Electives

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customs to which adaptation is helpful, but not necessary (kissing a man for an introduction, eating foods that don't agree with digestive system, drinking alcoholic beverages)

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Cultural Exclusives

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customs in which the outsider must not participate (Christian acting like a Muslim or a foreigner joking about a country's politics and peculiarities)

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Subordination

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giving large sums of money—frequently not properly accounted for—designed to entice an official to commit an illegal act on behalf of the one offering the bribe

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Bribery

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the giving or offering of a bribe

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Lubrication

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involves a relatively small sum of cash, a gift, or a service given to a low ranking official in a country where such offerings are not prohibited by law.

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The four social institutions that most strongly influence values and culture are schools, churches, families, and the media (T/F)

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T

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People from cultures with high Power Distance Index scores are more likely to have a general distrust of others (T/F)

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T

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When marketers first introduced the personal digital assistant (PDA) to the American consumer, they performed the role of being _____ because the cultural impact of the product became widespread

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Agents of Change

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According to the World Bank, no country with less than fifty percent literacy has succeeded economically (T/F)

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T

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According to Dutch management professor Geert Hofstede, culture is referred to as the

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"Software of the Mind"

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According to Edward Hall's comments on culture, which of the following could hurt companies and careers in foreign markets?

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Ignorance of cultural differences in the foreign market

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The Individualism/Collective Index, identified by Geert Hofstede, refers to the preference for behavior that promotes one's self-interest (T/F)

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T

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The Masculinity/Feminity Index (MAS), identified by Geert Hofstede, focuses on risk orientation (T/F)

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F

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We are less likely to evaluate a person's behavior in terms of what is familiar to us because we use our self-reference criterion (SRC) (T/F)

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F

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The three typical decision-making patterns are top-level management decisions, decentralized decisions, and committee or group decisions (T/F)

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T

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High-context cultures place great importance on the verbal aspects of communication (T/F)

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F

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Which of the following is a criterion for adaptation when dealing with individuals, firms, or authorities in foreign countries

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Flexibility

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In _____ decision making, participation by middle management tends to be deemphasized.

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Top-Level Management

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Cultural imperatives are business customs that are generally similar across cultures (T/F)

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F

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In _____ decision making, title or position generally takes precedence over the individual holding the job.

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Decentralized

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High-Power Distance Index countries are more egalitarian than low-Power Distance Index countries. (T/F)

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F

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Research has shown that commitment of workers to their companies tended to be higher in countries:

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Higher in individualism and lower in power distance

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According to the high-context/low-context continuum identified by Edward T. Hall, communication in a low-context culture depends on:

answer

The verbal expression

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