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6 Cards in this Set
- Front
- Back
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Uncertainty Avoidance |
The extent to which the members of a culture feel threatened by ambiguous or unknown situations and have created beliefs and institutions that try to avoid those
Avoiding change- people don't like innovation meaning your conservation
If they are afraid of uncertainty they will create many laws, rules, and regulations to control peoples behavior
Opposite would be a culture that values freedom and has few laws because the people can take care of themselves |
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Power Distance |
The extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally
If the distance between upper class and lower class is small then there might not be a lot of domestic conflict, if the distance is big then there may be strong class tensions |
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Masculinity- Feminity |
The fundamental issue here is what motivates people, wanting to be the best (high) or liking what you do (low)
In high masculinity societies, consumers value competitive or materialistic claims in advertising, where in low masculinity societies they do not, valuing social responsibility and sustainable consumption instead
High score means society will be driven by competition, achievement, and success
Low score means the dominant values on society are caring for others and quality of life |
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Individualism - Collectivism |
The degree of interdependence a society maintains among its members.
In some countries that have a high degree of collectivism for historical/agricultural reasons, it would be recommended that marketing consumer products would be more successful if groups of people were in the ad, versus individuals |
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Pragmatism |
How every society has to maintain some links with its own past while dealing with the challenges of the present and future
Low prefer to maintain time honored traditions and norms while viewing societal change with suspicion
High take a more pragmatic approach, they encourage thrift and efforts to modern education as a way to prepare for the future |
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Indulgence |
The extent to which people try to control their desires and impulses
Weak control is called indulgence, strong control is called restraint |
