6. Outline
• The roots of culture
• How culture drives behavior
• Ways to measure the differences between
cultures
• Thoughts about applying the ideas
7. In-group versus Out-group is 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 of culture for Human In-Groups
In-groups provide protection in exchange for loyalty
and in humans, a sense of identity.
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.
20. About measuring differences
There are a variety of tools
We will talk about an influential
one: Geert Hofstede’s
Dimensions of Culture
There are more
21. Hofstede and the IBM 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 of Culture (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.
25. Feminine/Masculine
Nurturing, and concern with 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.
30. Hofstede’s Dimensions of Culture (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
44. In the spider chart, 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
55. How do Cultural Dimensions 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