GMS 522 Lecture Notes - Lecture 2: Ethnocentrism
6 May 2018
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GMS 522- CLASS 2 NOTES
Consumer Ethnocentricity- The belief that buying any foreign product is wrong.
GETSCALE- used to rank consumer ethnocentricity.
Cultural literacy- You understand how the culture of the host country works. You can function within the
country.
Culture is what we describe as a multi dimensional concept. It is made up of a number of different
elements.
It is difficult to become acculturated without knowing the language of the culture. You become
dependant on others to interpret.
Nuances of the language- a subtle difference in or shade of meaning, expression, or sound.
Best way to avoid communication errors during translation- Translation-back-translation.
Consult locals.
Religions tend to give important information about consumers and their spending patterns.
Catholics thought money has bad. Meant you would not go to heaven. Protestants try to make
more money.
EXAM- Classification of cultures. (3 approaches)
High context or low context.
Masculine society is seen as less nurturing, ex US
Feminine Society is more nurturing, ex Scandinavian countries. Has nothing to do with gender.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Consumer ethnocentricity- the belief that buying any foreign product is wrong. Cultural literacy- you understand how the culture of the host country works. Culture is what we describe as a multi dimensional concept. It is made up of a number of different elements. It is difficult to become acculturated without knowing the language of the culture. Nuances of the language- a subtle difference in or shade of meaning, expression, or sound. Best way to avoid communication errors during translation- translation-back-translation. Religions tend to give important information about consumers and their spending patterns. Masculine society is seen as less nurturing, ex us. Feminine society is more nurturing, ex scandinavian countries.
