Browsing by Subject "Cultural differences"
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Item A comparative content analysis of cross-border strategic brand alliance advertisements in Taiwan and the United States(2010-05) Wang, Jeffrey, 1986-; Lee, Wei-Na, 1957-; Love, BradThis study sought to enrich the research in cross-border strategic brand alliance (SBA), an international business practice highly utilized today. In order to spread out the risk of competing in international markets, firms formed alliances with overseas counterparts. However, confusing positioning and inaccuracies in communication in cross-cultural settings reduced the success rate of these partnerships. The content analysis examined cross-border SBA advertisements to shed light on their communicational strategies. Taiwan and the US, representative of inherent cultural values in Eastern and Western countries, served as great research subjects for this comparative study. The findings suggested that cross-border SBA advertisements do not have significantly distinctive communication strategies except for the inherent difference in multi-national characteristics. However, cross-border SBA advertisements in both countries differ from generic advertisements documented in previous studies in terms of information cues, advertising appeals, and general communication strategies. The comparison between cross-border SBA advertisements was reflective of the cultural differences in these cultural contexts. In sum, cross-border SBA advertisements were embedded with stronger cultural distinctiveness and in need of special execution to integrate proper messages.Item Employees’ information-seeking behaviors in multicultural contexts : development of an advanced model including information overload, team-level factors, and cultural backgrounds(2011-05) Cho, Jaehee Kyle, 1976-; Ballard, Dawna I.; Stephens, Keri; Streeck, J�; Strover, Sharon; Gossett, LorilThe primary goal of the current study is to develop a more advanced model of information-seeking behaviors. For achieving this goal, it paid attention to two social phenomena characterizing contemporary society: informationalization and globalization. First, focusing on these two influential phenomena, this study investigated how individual-level factors—information overload, information ambiguity, and goal orientations—affected information-seeking behaviors among employees in a multinational corporation. Next, in addition to these individual predictors of information-seeking behaviors, this study explored the effects of two team-level factors—team task interdependence and team tenure—on the relationships between the main predictors and information-seeking behaviors. Last, paying more attention to the multicultural context, this study investigated how these employees in a multinational corporation seek task and feedback information from two culturally different sources: American direct advisors and Korean expatriates. In order to more thoroughly investigate the roles of the cultural backgrounds of information sources, this study explored how American employees perceived the cultural backgrounds of the two culturally different sources and how such perceptions influenced those employees’ information-seeking behaviors.Item The role of threat perception and cultural tightness-looseness in predicting compliance with public health recommendations during the COVID-19 pandemic : a cross-cultural study(2022-05) Kertesz, Ajna F.; Legare, Cristine H.The COVID-19 pandemic has presented a need for collective action to fight an ecological threat. The perceived and actual threat of the virus were both largely dependent upon one’s geographical location, socioeconomic status, preexisting health conditions, and available information. People more frequently act according to their own beliefs or intuitions than factual knowledge of an objective threat, however. Variation in perceived threat levels is also known to influence expectations around normativity and compliance. This can be measured by the Cultural Tightness Looseness (CTL) scale. Therefore, I examined people’s perceived threat of getting infected with COVID-19, their CTL scores, and their compliance with COVID-19-related health norms. According to previous work, when perceived threat levels increase, cultures start to “tighten,” and social norms are more pronounced and strictly enforced. Therefore, I conducted a cross-sectional survey in 11 culturally and geographically diverse countries with different COVID-19 infection and vaccination rates to explore the association between individuals’ risk perception of COVID-19 and their CTL scores. To do this, I collected self-report data on different levels of threat perception (four levels: threat to self/ family/ community/ country) and CTL scores. Next, I used threat perception and CTL scores to predict self-reported norm compliance (vaccination status, vaccine willingness, and frequency of mask-wearing). I examined these associations in a mixed-effects multilevel model. I found that more distant levels of threat perception (especially to one’s community and country) were statistically significant predictors of compliance. However, when I examined the effects of threat and CTL in a mediation analysis, I found that CTL had no mediating role in the relationship between threat perception and compliance, suggesting that individuals’ threat perception and CTL scores independently influenced compliance during the COVID-19 pandemic.