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Culture
the complex whole that includes knowledge, belief, art, law, morals, customs, and habits acquired by humans as members of society
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Variation of cultural values
- other oriented values
- environment oriented values
- self oriented values
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Other Oriented Values
- individual / collective
- youth / aged
- extended family / limited family
- masculine / feminine
- competitive / cooperative
- diversity / uniformity
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Environmental Oriented Values
- cleanliness
- performance / status
- tradition / change
- risk taking / security
- problem solving / fatalistic
- nature
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Self Oriented Values
- active / passive
- sensual gratification / abstinence
- material / nonmaterial
- hard work / leisure
- postponed gratification / immediate gratification
- religious / secular
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Non-verbal cultural variations
- time
- space
- symbols
- relationships
- agreements
- things
- etiquette
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Time
- the meaning of time varies between cultures in two ways
- 1. time perspective
- 2. time interpretations
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Space
overall use and meaning assigned to space vary widely among different cultures
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Symbols
colors, animals, shapes, numbers, and music have varying meanings across cultures
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Relationships
- how quickly and easily people form relationships differ
- -americans make friends easily
- -chinese are much more complex
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Agreements
- some cultures rely on a legal system
- others rely on relationships/friendships
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Things
cultural meaning of things leads to unpredictable purchasing patterns
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Etiquette
the generally accepted ways of behaving in social situations differ from one to another
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