Is ‘culture’ a justifiable variable for market segmentation? A cross‐cultural example

This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (television sets, video equipment, music systems etc) a comparative quantitative study examined the impact of a range of cultural values upon the buying behaviour of British Indians and British Caucasians, to identify significant differences between the two. Although a significant difference was found, the amount of similarity between the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies. Copyright © 2003 Henry Stewart Publications.     

Not all cultural values are created equal: Cultural change in China reexamined through Google books

Given its major transformations in recent decades, China has figured prominently in research on cultural change. Previous research converges in showing a general trend towards individualism in contemporary China while noting that rising individualism tends to coexist with enduring collectivism. To further understand this, we tested whether perceived traditional importance of cultural values would modulate the trajectory of cultural change reflected in word usage frequencies in published books. We re‐analysed Google's Chinese corpus since 1980 based on a broad sample of words associated with individualism–collectivism. We replicated the pattern of rising individualism and declining collectivism among words of modest and low perceived traditional importance. Most important, however, collectivistic words of high perceived traditional importance increased in usage frequencies with time, thus departing from the general trend towards individualism. Overall, our research underscores the role of core culture in cultural maintenance during times of rapid cultural change.     

文化对广告的影响

随着近年来国际营销的发展,化差异成为影响跨国公司营销策略的重要因素之一。章概括了化对广告影响的最新研究成果和进展。首先介绍了化的概念和结构;其次,介绍了化对广告的影响,主要包括广告态度、广告运作方式、受众媒体接触行为、广告策略及制作和广告管理等几个方面;最后,介绍了国际广告的3种主要策略：统一化策略、本土化策略和介于两之间的折衷策略。     

后现代主义思潮影响下的自我研究

后现代主义思潮的兴起使自我研究重新受到重视。后现代主义思潮影响下的自我研究将出现新的特征：从传统的个人主义取向的概念界定转向从社会和个人双重取向的概念界定;从单纯重视自我的稳定性研究转向将自我的稳定性与可变性结合;从重视自我发展的一般规律研究到重视文化对自我发展的影响。     

The prospects for a Jungian psychology in China

The possibility of a Jungian psychology developing in China is considered by a brief historical excursion through the early translations of psychoanalytical works. Translation problems and the contentious nature of some of Freud's ideas have made for their difficult reception in China. The inattention to Jung's ideas in universities in the west in the past, and a reliance on science based subjects by Chinese students studying abroad, have meant little opportunity to study Jung, and, by implication, to translate him. The turbulent political climate in China over the course of the past century has also hindered developments in psychology generally. In addition, certain traditional practices of understanding mind-body relationships and reporting 'illnesses' have precluded the possibility of any psychotherapeutic psychology emerging. However, the present climate looks more favourable for the dissemination of Jungian knowledge, but the question of an appropriate context and a receptive readership remains. Certain Jungian notions can be seen to fit comfortably within traditional systems of Chinese thought but the present day psychology department in China is no more a congenial environment for Jungian psychology than its counterpart in the west. It may be that the success of importing Jungian ideas into China rests with those with a predilection towards arts and cultural sciences, and with the innovations of the organizers of conferences.     

Cross-Cultural Reactions to Academic Sexual Harassment: Effects of Individualist vs. Collectivist Culture and Gender of Participants

Male and female university students from the United States, Canada, Germany, the Netherlands, Ecuador, Pakistan, the Philippines, Taiwan, and Turkey read a standardized scenario in which a male professor was accused of sexually harassing a female graduate student. Respondents from individualist countries judged the professor to be guilty of sexual harassment more often than did those from collectivist countries. Women rendered significantly more guilty judgments and assigned more severe punishments to the accused professor than did men. Implications for the individualist–collectivist classification system and cross-cultural research are discussed.     

Indian Women’s Experience of a Narrative Intervention Using Art And Writing*

International and minority populations tend to underutilize mental health services, including marriage and family therapy. Models of marriage and family therapy developed in the West may reflect Western values and norms inappropriate for diverse cultural contexts. This article presents an exploratory, qualitative study of a narrative therapy approach with Asian Indian women. This study adds to the small body of narrative-based empirical studies, and has a unique focus on intercultural applications and the experience of participants. Participant experience was examined along four phenomenological dimensions. Findings indicate the suitability of narrative interventions and nontraditional treatment delivery for this population.*This research was presented in 2004 at the annual conference of the American Association for Marriage and Family Therapy.     

The placebo effect in popular culture

This paper gives an overview of the placebo effect in popular culture, especially as it pertains to the work of authors Patrick O’Brian and Sinclair Lewis. The beloved physician as placebo, and the clinician scientist as villain are themes that respectively inform the novels, The Hundred Days and Arrowsmith. Excerpts from the novels, and from film show how the placebo effect, and the randomized clinical trial, have emerged into popular culture, and evolved over time. An earlier version of this paper was presented at an international conference, “Placebo: Its Action and Place in Health Research Today,” held in Warsaw, Poland on 12–13 April, 2003.     

情境理论的迁移观及其教育意义

支撑—活动观、社会共享认知观以及实践共同体观是当前情境理论中具有代表性的迁移观点。这些观点分别从不同的角度强调情境特性对迁移的影响,并主张在常规的学校教育中突出情境、尤其是社会文化与社会实践情境的作用。     

Living with Contradictions: The Taken-for-Granted in Israeli Political Discourse

Two apparently contradictory ideas are closely linked in Israeli political discourse: Israel is powerful and independent and Israel is vulnerable and dependent. This study used content analysis and focus groups, as well as existing survey data analyzed by others, to explore how this paradox has been reflected in newspapers and conversations during six different time periods from 1948 to 1996. The goal was not to explain the paradox but to examine its consequences for Israeli perceptions of U.S. policy in the Middle East—and, in the process, to explore Israeli self-images. The nature of U.S. strategic interests was originally treated as problematic and in need of political discussion, but in the past 25 years these interests have become taken for granted. Surprisingly, even after the end of the Cold War, a critical discourse moment in which a reexamination of U.S. interests in the Middle East would seem inevitable, the U.S. role remains taken for granted and largely unexamined. The strong/vulnerable paradox explains this absence of discussion: Examining U.S. interests too closely upsets the delicate balance that keeps the sense of vulnerability in check.