Cultural Dimensions Provide Links for Discovery

Preference Analytics provides support to multicultural market leaders in their branding efforts with the same level of care as anthropologists conducting an archaeological excavation. Just like anthropologists use specific tools to uncover artifacts buried deep within layers of sediment, Preference Analytics uses cultural insight to identify behaviors and emotions that are deeply rooted in cultural values passed down through generations. In doing so, we help leaders discover connections that can make their brands culturally relevant to their consumers.

In 2009, Russ Howard, Ph.D., at JSO University, identified seven cultural dimensions to assist professionals in bridging knowledge gaps, building connections between diverse cultural groups, and smoothing interpersonal processes on multicultural teams. Leaders can use these seven dimensions to work effectively with colleagues from different backgrounds and engage culturally diverse markets.

1.        Individualism vs. Collectivism

2.        Power Distance

3.        Uncertainty Avoidance

4.        Cooperative vs. Competitive

5.        Time Orientation

6.        Context in Communications

7.        Being vs. Doing

Each dimension coexists like two sides of a coin, with one holding a governing position based on cultural context. Here are the opposite sides of each coin:

Individualism: Individual goals and rights are more important than personal relationships. Collectivism: Personal relationships and benefiting the group are more important than individual goals.

Low Power Distance: Status differences are of little importance; empowered decision-making is expected across all levels.

High Power Distance: Status differences should shape social interactions; those with authority should make decisions.

Low Uncertainty Avoidance: Focus on flexibility and adaptability; tolerant of unstructured and unpredictable situations.

High Uncertainty Avoidance: Focus on planning and reliability; uncomfortable with unstructured or unpredictable situations.

Cooperative: Emphasis on cooperation and nurturing behavior; high value placed on relationships and family.

Competitive: Emphasis on assertive behavior and competition; high value placed on work, task accomplishment, and achievement.

Short Term: Values immediate outcomes more than long-term benefits (success now).

Long Term: Values long-term planning; willing to sacrifice short-term outcomes for long-term benefits (success later).

Low Context: Values direct communication; emphasis on explicit words.

High Context: Values indirect communication; emphasis on implicit understanding.

Being: Social commitments and task completion are equally important; diffuse boundaries between personal and work activities.

Doing: Task completion takes precedence over social commitments; clear separation of personal and work activities.

Preference Analytics uses proprietary systems to help businesses identify links between their brand and consumer cultural views based on the seven dimensions of culture.