IM Chapter 4

Advertising appeals

Distinctive claim of an ad used to attract the attention of consumers and to influence their feelings toward the product, service, or cause. It speaks to people's wants, needs, values, and excites their interest.

Individualism vs. collectivism•

THE EXTENT TO WHICH INDIVIDUALS ARE INTEGRATED INTO GROUPS

power distance

THE EXTENT TO WHICH THE LESS POWERFUL MEMBERS OF THE SOCIETY ACCEPT ENDEXPECT THAT POWER IS DISTRIBUTED UNEQUALLY.

masculinity vs feminiity

The Masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness and material rewards for success. Society at large is more competitive. Its opposite, femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. Society at large is more consensus-oriented. In the business context Masculinity versus Femininity is sometimes also related to as "tough versus tender" cultures.

culture

Values, rituals, symbols, beliefs, and thought processes that are learned and shared by a group of people and transmitted from generation to generation

social institutions

family, religion, school, the media, government, and corporations

uncertianty avoidance

measures the tolerance of uncertianty and ambiguity among members of society

indulgence vs. restraint

stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. Restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms.

geography history political system technology social institutions

what are the origins of culture