Values motivate consumer behaviour. The objective of this research is to show the impact of cultural differences on the consumer value system. The Netherlands and Chile were compared to identify to what extent differences between both cultures have an effect on what consumers value, and how this influences their preferences.
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Values motivate consumer behaviour. The objective of this research is to show the impact of cultural differences on the consumer value system. The Netherlands and Chile were compared to identify to what extent differences between both cultures have an effect on what consumers value, and how this influences their preferences.
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In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.
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Despite decades of residence, Turkish-Dutch citizens, one of the largest immigrant groups in the Netherlands, continue to face significant disparities in health, social, and economic factors compared to native Dutch citizens. To better understand this persistent disparity, we examined the acculturation process of Turkish-Dutch citizens across three generations. Our study addressed two critical research gaps: (1) acculturation processes across three generations within a specific immigrant group, and (2) different acculturation domains across these generations. Data from 464 participants (232 Turkish-Dutch, 232 Dutch) show that acculturation varies significantly across generations (1st, 2nd, and 3rd) and domains (i.e., national identification, cultural values, language, and media use), with the second generation demonstrating the strongest resemblance to native Dutch citizens in most domains. These findings contribute to a nuanced understanding of acculturation processes and confirm the need for future research to consider generational differences and domain-specificity. The results have potential implications for policymakers and practitioners aiming to reduce disparities of Turkish-Dutch citizens with tailored policy and communication strategies.
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This paper will describe the rationale and findings from a multinational study of online uses and gratifications conducted in the United States, Korea, and the Netherlands in spring 2003. A survey research method of study was conducted using a questionnaire developed in three languages and was presented to approximately 400 respondents in each country via the Web. Web uses and gratifications were analyzed cross-nationally in a comparative fashion and focused on the perceived involvement in different types of on-line communities. Findings indicate that demographic characteristics, cultural values, and Internet connection type emerged as critical factors that explain why the same technology is adopted differently. The analyses identified seven major gratifications sought by users in each country: social support, surveillance & advice, learning, entertainment, escape, fame & aesthetic, and respect. Although the Internet is a global medium, in general, web use is more local and regional. Evidence of media use and cultural values reported by country and online community supports the hypothesis of a technological convergence between societies, not a cultural convergence.
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PurposeThe purpose of this paper is to conduct a critical analysis to address cultural metaphors – a much overlooked aspect of cross-cultural studies. Mainstream cultural metaphors (e.g. the iceberg, the software of the mind, the onion, and the distance) are not only limited in number, but are also overwhelmingly based on the static paradigm – as opposed to the dynamic paradigm that is often sidelined in academic discourse.Design/methodology/approachThe paper introduces the Diagram of Diversity Pathways – an interdisciplinary framework that sheds some light on how the inherent meaning and heuristic orientation of static cultural metaphors may stand at odds with evidence from the newly emerged field of neurobiology.FindingsThe implications of these metaphors are called into question, namely, culture is all about differences; values are stable; values guide behaviors; and values are seen as binaries.Research limitations/implicationsThe paper suggests that theorists and practitioners should pay more attention to the contribution and scholarly work of the dynamic paradigm since there appears to be substantial compatibility between them.Originality/valueThe matching of neurobiology and dynamic paradigm brings into focus alternative metaphors which not only offer insightful perspectives but also may open doors to perceive culture in a new way. Furthermore, cultural metaphors deserve more academic scrutiny because metaphors and theory development can have a symbiotic existence.
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Chapter 6 in Consumption culture in Europe. The chapter focuses on cultural differences in consumption across Europe and describes general attitudes towards consumption and brands, the significance of shopping, and how these are linked to the motives of consumption of alcoholic and non-alcoholic drinks. These topics have been analysed using the Hofstede dimensions, and the evaluation also considers regional differences within the European Union. The main objective of this research is to attempt to understand consumption patterns and national cultural dimensions, general consumption values, and what their connections are to alcoholic and non-alcoholic drinking patterns. The main research question is how cultural styles influence consumption styles within Europe. This analysis concluded that some European societies are more adaptable to cross-cultural influence than others in relation to beverage consumption. The authors’ findings suggest that the cultural dimensions identified by Hofstede supported the understanding of cultural differences related to purchasing, brands and beverage consumption both at national and individual levels. However, there is an overlap between some countries in their drinking behaviour, which supports the claim that existing cultural patterns cannot fully explain the new beverage trends, especially in alcohol consumption. This indicates the necessity of a shift toward new dimensions with regard to beverage consumption and/or eventually consumer behaviour.
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This study empirically examines individual and organizational factors that influence expatriates’ cross-cultural adjustment and job performance. The study was a quantitative research from 117 Thai expatriates who work in Thai multinational companies (MNC) located in Indonesia. The results of the study indicated that financial perceived organizational support influence positively towards Thai expatriates’ overall cross-cultural adjustment in Indonesia. This study found that cross-cultural training influenced positively towards Thai expatriates’ adjustment. A causal relationship between the predicting variables of crosscultural adjustment and Thai expatriates’ job performance was not found. Results suggest important consequences for management strategies providing support to Thai expatriate employees increasing their adjustment in Indonesia. Keywords: Cross-Cultural Adjustment; Job
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Purpose: To examine whether the Canadian normative values of the Alberta Infant Motor Scale (AIMS) are appropriate for Dutch infants. Method: In a cross-sectional study, 499 infants developing typically (0.5-19 months) were assessed using the AIMS home video method. The scaling method was used for calculating item locations of the Dutch sample, and Welch test to compare Canadian and Dutch raw scores. Results: The AIMS items (45 of 58) met the criterion for stable regression to calculate item locations of the Dutch data set and compare these with the Canadian data set. Dutch infants passed 42 of 45 items at an older age. Most monthly age groups of Dutch infants had lower mean AIMS scores. Conclusion: The Canadian norms are not appropriate for the Dutch study sample. Dutch infants appear to develop in a similar sequence but at a slower rate. This has implications regarding the clinical use of the AIMS in the Netherlands.
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Community Music presents a contested field. Cultural policy has had a hard time dealing with community music because aesthetic intentions, social objectives and economic motivations may all play a role for actors and sometimes clash. This chapter provides a scheme of the basic tensions inherent to community music in the cultural policy fields which can form the basis for ‘negotiations’ between actors. The scheme is based upon the pragmatic sociology of Boltanski and Thévenot who provide a grid of sometimes conflicting and sometimes aligning values that can be present in any social situation. Their grid will be applied to the practice of community music in an effort to provide insight into the intricacies of cultural policies regarding this particular form of music as well as into the practicalities of the practice of community musicians working in a field in which cultural policy making plays an often vital role.
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