CULTURE
What is culture?
Culture and subculture
How does culture manifest
itself?
How does it impact
marketing tasks?
NOT a universal
practice!
MKTG 371
CULTURE
Lars Perner, Instructor
1
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)
MKTG 371
CULTURE
Lars Perner, Instructor
2
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
MKTG 371
CULTURE
Lars Perner, Instructor
3
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
MKTG 371
CULTURE
Lars Perner, Instructor
4
Impact of Culture
Norms—ranges
of appropriate
behavior
Cultural
Values
Sanctions—
penalties
for violating
social norms
Consumption
Patterns
Text, p. 43
MKTG 371
CULTURE
Lars Perner, Instructor
5
The Whole vs. Parts
MKTG 371
CULTURE
Lars Perner, Instructor
6
Hofstede’s Cultural
Dimensions
Individualism (vs.
collectivism)
Power distance
Masculine vs. feminine
Strong vs. weak
uncertainty avoidance
Short vs. long term
orientation
MKTG 371
CULTURE
Based on interviews with
IBM executives throughout
the World--1980s
Lars Perner, Instructor
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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)
MKTG 371
CULTURE
Lars Perner, Instructor
8
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
MKTG 371
CULTURE
Lars Perner, Instructor
9
A Comprehensive List of
Cultural Value Dimensions
 Other-oriented values
Individual vs. collective
(Hofstede)
Youth vs. age
Extended vs. limited
family
Gender roles/power
Competitive vs.
cooperative
Diversity vs. uniformity
MKTG 371
 Environment-oriented
values
Cleanliness
Performance/status
(Hofstede’s Power
Distance)
Tradition vs. change
Risk taking vs. security
Problem solving/fatalistic
Nature
CULTURE
Lars Perner, Instructor
10
More Value Dimensions
Self-oriented
Active vs. passive
Sensual gratification/
abstinence
Material vs. nonmaterial
Instrumental
Terminal
Hard work vs. leisure
Religious vs. secular
MKTG 371
CULTURE
Lars Perner, Instructor
11
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!
MKTG 371
CULTURE
Is this guy
playing real
“football?”
Lars Perner, Instructor
12
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
MKTG 371
CULTURE
Lars Perner, Instructor
13
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
MKTG 371
CULTURE
Lars Perner, Instructor
14
China: Geography
Very rapid progress
on Shanghai
infrastructure
Rural villages are
difficult to access
Strong regional
differences even
within the country
MKTG 371
CULTURE
Lars Perner, Instructor
15
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)
MKTG 371
CULTURE
German
Latin
Great languages
for puns!
------- Spanish -------
------- French --------
English
Japanese
Chinese
Low
context
High
context
Lars Perner, Instructor
16
Ambiguity: An Example
Hai--meanings:
Yes, I agree
Yes, I hear what you
are saying
(I hear you are saying
something)
MKTG 371
CULTURE
Lars Perner, Instructor
17
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”
MKTG 371
CULTURE
Lars Perner, Instructor
18
Some Issues in Culture
Time
Symbols
monochronic vs.
polychronic
meanings
colors
historical associations
Personal space
preferred distance
territoriality
interaction
with/ignoring people
in close proximity
MKTG 371
Friendship and
acquaintance
Agreements
Etiquette
CULTURE
Lars Perner, Instructor
19
Eastern vs. Western Culture
Differences in
Values
Perceptions of
Objects
Reality
• Stability vs. change
• Control
Perceived roles
MKTG 371
CULTURE
Lars Perner, Instructor
20
Some Tendencies
Issue
Western Culture
Eastern Culture
Focus of attention
Objects
Environment
Composition of the
World
Objects
Substances
Controllability of
environment
More perceived control
Less perceived control
Perceived stability
More stable
More change
Organization of the
world
Categories
Relationships
Reasoning
Formal logic
Less use of formal logic
Resolution of
disagreement
Dialectic
“Middle way”
Source: Richard E. Nisbett, The Geography of Thought: How Asians and Westeners Think
Differently … and Why, New York, 2003, The Free Press
MKTG 371
CULTURE
Lars Perner, Instructor
21
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”
MKTG 371
CULTURE
Lars Perner, Instructor
22
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.”
MKTG 371
CULTURE
Lars Perner, Instructor
23
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.”
MKTG 371
CULTURE
Lars Perner, Instructor
24
Values
Source: Richard E. Nisbett, The Geography of Thought: How Asians and
Westeners Think Differently … and Why, New York, 2003, The Free Press
Issue
Western Value
Eastern Value
Distinctiveness of
people
Want to be distinctive
Not valued; emphasis on
tie to group
Perceived control
Significant; values
determine choices
Modest—societal values
are already established
Emphasis
Success and
achievement;
relationships may get in
the way
Best outcome for
relevant group (e.g.,
family, work group)
Self-esteem
Strive to feel good;
assurances wanted
Tied to belonging with
group
Relationships
Equality or superior
position
Clearly defined;
hierarchical
Rules
Same rules apply to all
Depend on context and
relationship
MKTG 371
CULTURE
Lars Perner, Instructor
25
Some implications
Thanking people—for things they are
clearly supposed to do?
Why the need for a choice between 40
different brands of cereal?
MKTG 371
CULTURE
Lars Perner, Instructor
26
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.”
MKTG 371
CULTURE
Lars Perner, Instructor
27
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
MKTG 371
CULTURE
Lars Perner, Instructor
28
Contrasting Advertising
Perspectives (Aithison 2002)
Western
Asian
“Atomistic”—broken down
to smallest component
parts
“Unique selling
propositions”
“How to”
Positioning
May be “dull and boring”
“Copy focused”
MKTG 371
CULTURE
Holistic
“Everything relates to
everything else”
How things “fit together”
and “relate”
Visual and oral
Jim Aitchison, How Asia Advertises,
New York: Wiley, 2002.
Lars Perner, Instructor
29
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)
MKTG 371
CULTURE
Lars Perner, Instructor
30
“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
MKTG 371
CULTURE
Lars Perner, Instructor
31
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
MKTG 371
CULTURE
Lars Perner, Instructor
32
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
MKTG 371
CULTURE
Lars Perner, Instructor
33
Some Writing Patterns
English
Straight to the
point;
conciseness
valued; theme
expressed
Romance
Detours are
expected to
maintain interest
and politeness
Judaic
Asian
Going in
circles to
avoid being
perceived
as overly
assertive or
causing loss
of face.
“But that’s
another story.”
MKTG 371
CULTURE
Lars Perner, Instructor
34
Considerations in
Approaching a Foreign Market
 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
MKTG 371
 Values relevant to
purchase and
consumption of product
 Distribution, political,
and legal structures
relevant to product
 Communications
opportunities
 Ethical issues
CULTURE
Lars Perner, Instructor
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