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How the World Thinks - Jeffrey Foster
This document discusses cultural dimensions and how they vary between countries and impact behavior. It outlines Geert Hofstede's model of 6 cultural dimensions - individualism vs collectivism, power distance, masculinity vs femininity, uncertainty avoidance, long vs short-term orientation, and indulgence vs restraint. The US scores high on individualism, masculinity, short-term orientation and indulgence compared to countries like China which is more collectivist and long-term oriented. Understanding these cultural differences helps improve effectiveness in advertising campaigns and global business interactions.
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How the World Thinks - Jeffrey Foster
- 1. The 95% THINKING ABOUTHOW THE REST OF THE WORLD THINKS
- 2. How many ofyou expect to continue to work with people from other countries in your lifetime?
- 3. How many hopethat goes well?
- 4.
- 6. Outline • The rootsof culture • How culture drives behavior • Ways to measure the differences between cultures • Thoughts about applying the ideas
- 7. In-group versus Out-groupis biology At the very basic level, those in an In-group can eat and reproduce. It is a zero-sum game where outsiders threaten the survival of the In-group and so are treated with hostility.
- 8. The role ofculture for Human In-Groups In-groups provide protection in exchange for loyalty and in humans, a sense of identity.
- 9. Culture is learnednot inherited
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- 11. America has theworld’s best known culture
- 12. Not to beconfused with dominant There are more people living inside this circle than outside of it.
- 13. How to thinkabout it
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- 15. Culture is ourfilter for understanding
- 16. Latin cultures: Black= Fear, Anger & Grief Chinese culture: Black = Powerful & Expensive
- 17. Latin cultures: Black= Fear, Anger Grief Chinese culture: Black = Powerful & Expensive Anglo culture: White = Purity & Happiness Korean culture: White = Death & Mourning
- 18. In the US,a person standing alone is likely seen an independent free thinker, on his own path. This is positive. In Japan, the same image likely conveys being without support and lonely. This is negative.
- 19.
- 20. About measuring differences Thereare a variety of tools We will talk about an influential one: Geert Hofstede’s Dimensions of Culture There are more
- 21. Hofstede and theIBM Survey Geert Hofstede analyzed surveys from 40,000 IBM employees in 70 countries and started to see patterns in the answers that were country based. Creating what he calls Dimensions of Culture
- 22. Hofstede’s Dimensions ofCulture (100 point scale) 0 100 more egalitarian embraces hierarchy collectivist individualistic nurture more important power more important comfortable with ambiguity ambiguity creates anxiety put short-term goals first put long-term goals first happiness can be bad happiness is always good
- 23. Hierarchy is contextual:members are comfortable with questioning authority. Power Distance Hierarchy is positive: authority is rarely questioned and the powerful are responsible for the good of all.
- 24. Collectivism/Individualism Individualism: my needsand interests as an individual are usually my first concern. Collectivism: the needs and interests of my group are very often my first concern.
- 25. Feminine/Masculine Nurturing, and concernwith the needs of others is highly valued. Power is shared. Having power in relationships is most valued. Gender roles are defined and women are more likely to nurturing.
- 26. Uncertainty Avoidance Comfortable withuncertainty Uncertainty creates behavior altering anxiety
- 27. Long-term Orientation Short-term orientation:daily revenue from a fast food franchise Long-term orientation: lifetime revenue from a walnut grove
- 28. Indulgence There are goodreasons to be pessimistic and restrained. There are good reasons for optimism and extraversion.
- 29. Example: Plotting Individualism versus Uncertainty Avoidance Less Comfortable with Uncertainty Collectivist More Comfortable with Uncertainty Collectivist MoreComfortable with Uncertainty Individualist Less Comfortable with Uncertainty Individualist
- 30. Hofstede’s Dimensions ofCulture (100 point scale) 0 100 more egalitarian Embraces hierarchy collectivist individualistic Nurture more important power more important comfortable with ambiguity ambiguity creates anxiety Put short-term goals first Put long-term goals first happiness can be bad happiness is always good
- 31.
- 33. USA by thenumbers
- 34. Dimensions that makeAmericans AmericanIndividualism Masc/Femi Long-term Orientation Indulgence
- 35. High Individualism: Aculture steeped in the narrative of the individual
- 36. Masculine: America isa culture driven by achievement, progress and winning.
- 37. Short-Term Orientation: Aculture of the stock market and 15 minutes of fame
- 38. High Indulgence: Happinessis key to the American experience.
- 39. The American Storyin Advertising
- 40. The American Storyin Advertising
- 41. How the storiescan differ Wait. Predict. Regain confidence.
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- 43.
- 44. In the spiderchart, we can compare the US and China, and see interesting and telling differences and similarities. US China US: High Individualism/Short- Term Orientation China: Collectivist/Long-Term Orientation Nearly identical Feminine versus Masculine
- 45. China Bar Chart Power Distance Individualism LongTerm Orientation Indulgence
- 46. Man who defeatsoppressors: American version
- 47. Man who defeatsoppressors: Chinese version
- 48.
- 49.
- 50. US UK US andUK have very similar cultural dimensions. Yet we know there are significant cultural differences. Why?
- 51. For UK/US differencesthe World Value Survey is a place to look. US score on expressing competitiveness is much higher.
- 52. Classic US CompeteCampaign
- 53. Deliver the rightcontent UK Compete
- 54. Applying the ideas toyour work
- 55. How do CulturalDimensions affect Global Advertising Campaigns? Story: Collectivist Or Individualistic? What level of Uncertainty Avoidance? Voice: Feminine to Masculine scale Long or Short Term Orientation Tone: Indulgence versus Restraint Power Distance
- 56.
- 57.
- 58. Understanding the powerof the differences among cultures creates advantages for you as a thinker and increases effectiveness of your work.
- 59. Resources Hofstede Websites: http://www.geerthofstede.eu/ http://geert-hofstede.com/national-culture.html World ValueSurvey Website: http://www.worldvaluessurvey.org/index_html Our email and social Jeffrey.Foster@Wunderman.com Twitter: @Eljeffrai