2. SCHUMANN’s Theory of Acculturation
Euphoria Hostility Acceptance
Reverse
Culture
Schock
3. The Behavioral Component
Gaze Patterns across culture:
• When answering ‘think’ questions:
Japanese vs Canadians: look up or down?
being polite or showing lack of knowledge and
confidence?
• Body contact and Social Greetings across cultures
Handshake? Semi-hug? Kiss on both cheeks?
How do you greet your friends?
4. The Cognitive Component
• Shared meanings.
• Time awareness.
• Gender roles.
• ‘Help yourself’ approach as guest.
5. INTERCULTURAL COMMUNICATION
• Small talk and taboo topics
• Argentine, Venezuelan and Chilean: Politics
• Saudi Arabia: “How is your family?”
• South Africa: marital status.
• Non verbal behaviour: “We’ll have to meet for
lunch soon.”
6. East - West
• Japanese company:
Launch a new product based on informed intuition, numbers as commitment.
• American and European company:
Market research, product surveys, risk analyses, probability studies.
