Cultural Systems and Adaptation Quiz

Culture: An Integrated System

• Culture is a system of learned behavior patterns, distinct to a society.
• It's learned, shared, and passed down through generations via families, groups, governments, schools, and worship.
• Culture encompasses thoughts, actions, creations (material & intangible), and shared feelings of a group.
• Culture is an uncontrollable variable in international marketing.

Cultural Universals

• Common traits found across cultures include mourning rituals, body adornment, art, music, religious practices, and courtship customs.

Cultural Adaptation

• Enculturation is the process of learning one's own culture.
• Acculturation is adjusting to a new culture.
• Difficulties arise when individuals from one culture must adapt to another.

Ethnocentrism

• Ethnocentrism is the belief in the superiority of one's own culture.
• It leads to misinterpretations and overlooks cultural differences.

Consumer Ethnocentrism

• Consumer ethnocentrism is the preference for local products over foreign ones.
• Measured using the CETSCALE (Consumer Ethnocentric Tendencies Scale).
• Examples include prioritizing American-made products or believing it's wrong to buy foreign products.

Dual Ethnocentrism

• Dual ethnocentrism refers to the loyalty of migrant consumers to both their home country and host country.
• It makes determining 'domestic' vs 'foreign' more complex, as the country of reference might vary.

Economic Nationalism & Patriotism

• Economic nationalism prioritizes national dominance in the global economy.
• Often associated with protectionist policies, discouraging international joint ventures, and boycotting foreign products.
• Economic patriotism is a positive feeling toward one's country, without necessarily seeking dominance.

Cultural Literacy

• Cultural literacy involves detailed knowledge about a culture, enabling effective functioning within it.
• Participation in international marketing requires managers to develop cultural literacy.
• Examples include understanding cultural sensitivities and adapting marketing strategies.

Examples of Cultural Backlash

• Dolce & Gabbana faced boycotts in China for a perceived racist ad.
• Amazon faced backlash in India for selling doormats insulting the nation's flag.
• Nike faced protests over shoe design perceived as blasphemous by certain customers.

Elements of Culture

Language

• Language is crucial for understanding nuances of culture, beyond simple translation.
• Verbal and nonverbal aspects, including body language, gestures, and context.
• Back-translation is recommended to minimize errors.

Religion

• Religion shapes values, attitudes, and behavior.
• Understanding different faiths is crucial in international marketing.
• Religious holidays and acceptable products need careful consideration.

Values and Attitudes

• Values are shared beliefs, while attitudes are evaluations.
• Cultural values impact acceptable behaviors and product choices.
• Religion underlies many strongly held values and attitudes.

Manners and Customs

• Gift-giving customs, product usage, and social etiquette vary greatly between cultures.

Material Elements

• Material culture reflects a society's values and potential demand.

Aesthetics

• Different cultures perceive beauty differently.
• Design choices in advertising and packaging should reflect cultural preferences, avoiding potential offensiveness.

Education

• Education transmits culture to the next generation.
• Exposure to different ideas can lead to future cultural changes.

Social institutions

• Social institutions influence relationships, family structures, and consumption patterns.
• Social stratification, like the caste system, affects income levels and subsequent consumption.

Culture Classification

• High-context cultures rely on nonverbal cues and context, while low-context cultures emphasize explicit verbal communication.

Hofstede's Framework

• Classifies culture based on individualism/collectivism, power distance, uncertainty avoidance, and masculinity/femininity.

Kluckhohn-Strodtbeck Framework

• Compares cultures on six dimensions including environmental control, time orientation, and individual/group responsibility.

Gannon's Metaphors

• Suggests using descriptive metaphors to understand cultural nuances and anticipate reactions.
• Provides mental anchors to understand behaviors and manage cultural differences.

Test your understanding of culture as an integrated system, exploring concepts such as cultural universals, adaptation, and ethnocentrism. This quiz will challenge your knowledge of how culture impacts behaviors, rituals, and consumer perceptions in various societies.