, high vs. low context culture high
> focused primarily on TRUST & REPUTATION
> tend to be more tightly knit
> info resides in context
> tend to listen to ppl based on background, basic
values, societal status
> ex: japan
low
> focused primarily on WRITTEN WORDS &
LEGALITY
> messages r explicit & specific
> words carry all info
> reliance on legal paperwork
> ex: u.s.
hierarchical nature of culture > consumer belongs to many cultural groups and
moves in and out of microcultures
> consumer belongs to one large culture and then
to many smaller cultural groups
> ex: american culture → southern culture →
mississippian culture → MC → business school
microculture > aka subculture, group of ppl who share similar
values and tastes that are subsumed within a larger
culture (ex: MC)
> brings forth role expectations
> allows us to be distinct and drives our sense of
identity
> focused primarily on TRUST & REPUTATION
> tend to be more tightly knit
> info resides in context
> tend to listen to ppl based on background, basic
values, societal status
> ex: japan
low
> focused primarily on WRITTEN WORDS &
LEGALITY
> messages r explicit & specific
> words carry all info
> reliance on legal paperwork
> ex: u.s.
hierarchical nature of culture > consumer belongs to many cultural groups and
moves in and out of microcultures
> consumer belongs to one large culture and then
to many smaller cultural groups
> ex: american culture → southern culture →
mississippian culture → MC → business school
microculture > aka subculture, group of ppl who share similar
values and tastes that are subsumed within a larger
culture (ex: MC)
> brings forth role expectations
> allows us to be distinct and drives our sense of
identity
