Podcast
Questions and Answers
What is a characteristic of consumers from high power distance cultures regarding information acquisition?
What is a characteristic of consumers from high power distance cultures regarding information acquisition?
Consumers from low power distance cultures acquire information primarily through interpersonal communications.
Consumers from low power distance cultures acquire information primarily through interpersonal communications.
False
How do global brands convey prestige in high power distance cultures?
How do global brands convey prestige in high power distance cultures?
Global brands serve to convey social status.
In __________ cultures, global brands convey friendliness.
In __________ cultures, global brands convey friendliness.
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Match the cultural characteristic with its corresponding effect of global brands:
Match the cultural characteristic with its corresponding effect of global brands:
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Which of the following best defines power distance?
Which of the following best defines power distance?
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In high power distance cultures, people with less power are expected to challenge authority.
In high power distance cultures, people with less power are expected to challenge authority.
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What psychological outlook is common in low power distance cultures?
What psychological outlook is common in low power distance cultures?
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In cultures low on the power distance dimension, individuals tend to feel that everyone is ______.
In cultures low on the power distance dimension, individuals tend to feel that everyone is ______.
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In which scenario are high power distance cultures more likely to appeal in marketing?
In which scenario are high power distance cultures more likely to appeal in marketing?
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Match the following countries with their typical power distance culture:
Match the following countries with their typical power distance culture:
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Consumer behavior in collectivist societies has remained unchanged due to the Internet.
Consumer behavior in collectivist societies has remained unchanged due to the Internet.
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What two factors may have influenced changes in power distance behavior in recent years?
What two factors may have influenced changes in power distance behavior in recent years?
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Study Notes
Power Distance
- Represents the acceptance of authority by less powerful members of a society.
- Low power distance cultures are egalitarian, emphasizing equality among all.
- High power distance cultures expect subservience from less powerful individuals.
- Source of power can include money, education, position, status, family, birth order.
- Doesn't measure the absolute difference in power, but how much the less powerful willingly submit.
- Examples: U.S. vs. Bangladesh/Thailand - U.S. is relatively low, with a sense of equality; other countries higher, with expectations of submission.
- Implications for international marketing:
- High power distance cultures may rely on authority figures (royalty, celebrities) to promote products.
- Low power distance cultures may emphasize consumer opinions.
- High power distance cultures, status is very important. Global brands convey status.
- Low power distance cultures, global brands convey friendliness.
Uncertainty Avoidance
- Refers to how threatened people are by ambiguous situations and their desire to avoid them.
Impact of Internet and Economic Growth
- Questions arise about whether the internet and economic growth have changed cultural behavior regarding power distance.
- Traditionally collectivist societies (Russia, China) might show different online behavior now due to internet access.
- Will online behaviors in these cultures be more collectivist compared to individualist cultures (e.g., U.S.)?
- Might consumers in individualistic cultures rely more on online customer reviews than those in collectivist societies?
- Could social media usage potentially reverse the characteristics of the cultural dimension? (e.g., become more interdependent or more individualistic?)
Information Acquisition
- Consumers in low power distance cultures actively search for information through media.
- Consumers in high power distance cultures prefer interpersonal communication for information.
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Description
Explore the concept of power distance and its implications for international marketing. This quiz delves into the differences between low and high power distance cultures, highlighting examples from the U.S. and Bangladesh/Thailand. Understand how these cultural dimensions affect brand perception and consumer behavior.
