Customer engagement planning emerging from the “individualist-collectivist”-framework: an empirical examination in China and UK

Purpose – Today marketers operate in globalised markets, planning new ways to engage with domestic and foreign customers alike. While there is a greater need to understand these two customer groups, few studies examine the impact of customer engagement tactics on the two customer groups, focusing on their perceptual differences. Even less attention is given to customer engagement tactics in a cross-cultural framework. In this research, the authors investigate customers in China and UK, aiming to compare their perceptual differences on the impact of multiple customer engagement tactics. Design/methodology/approach – Using a quantitative approach with 286 usable responses from China and the UK obtained through a combination of person-administered survey and computer-based survey screening process, the authors test a series of hypotheses to distinguish across-cultural differences. Findings – Findings show that the collectivists (Chinese customers) perceive customer engagement tactics differently than the individualists (UK customers). The Chinese customers are more sensitive to price and reputation, whereas the UK customers respond more strongly to service, communication and customisation. Chinese customers’ concerns with extensive price and reputation comparisons may be explained by their awareness towards face (status), increased self-expression and equality. Practical implications – The findings challenge the conventional practice of using similar customer engagement tactics for a specific market place with little concern for multiple cultural backgrounds. The paper proposes strategies for marketers facing challenges in this globalised context. Originality/value – Several contributions have been made to the literatures. First, the study showed the effects of culture on the customers’ perceptual differences. Second, the study provided more information to clarify customers’ different reactions towards customer engagement tactics, highlighted by concerns towards face and status. Third, the study provided empirical evidence to support the use of multiple customer engagement tactics to the across cultural studies.

New freewoman; an individualist review.

Reprint. Originally published semimonthly: London.

Individualist and collectivist norms: when it's ok to go your own way

We conducted two studies to investigate the influence of group norms endorsing individualism and collectivism on the evaluations of group members who display individualist or collectivist behaviour. It was reasoned that, overall, collectivist behaviour benefits that group and would be evaluated more positively than would individualist behaviour. However, it was further predicted that this preference would be attenuated by the specific content of the group norm. Namely when norms prescribed individualism, we expected that preferences for collectivist behaviour over individualist behaviour would be attenuated, as individualist behaviour would, paradoxically, represent normative behaviour. These predictions were supported across two studies in which we manipulated norms of individualism and collectivism in an organizational role-play. Furthermore, in Study 2, we found evidence for the role of group identification in moderating the effects of norms. The results are discussed with reference to social identify theory and cross-cultural work on individualism and collectivism. Copyright (C) 2002 John Wiley Sons, Ltd.

The impact of individualist and collectivist group norms on evaluations of dissenting group members

Two experiments were conducted to investigate the impact of individualist and collectivist norms on evaluations of dissenting group members. In the first experiment (N = 113), group norms prescribing individualism or collectivism were manipulated and participants were asked to evaluate a group member who expressed an attitude dissenting from or concordant with the group. In line with predictions, group members with concordant attitudes were evaluated more positively than group members with dissenting attitudes when norms prescribed collectivism. However, for high identifiers, we found an attenuation of the preference for Concordant over dissenting attitudes when norms prescribed individualism. These findings were replicated in a second experiment (N= 87), where dissent was operationalized in a way that did not reveal the content of the attitude. The discussion focused on the importance of individualist norms for broadening latitudes of acceptable group member behavior. (c) 2005 Elsevier Inc. All rights reserved.

Differentiation between and within groups: The influence of individualist and collectivist group norms

The power of individualist and collectivist group norms to influence intergroup and inter-individual differentiation was examined in three studies. Study I revealed that intergroup differentiation was lower when group norms prescribed individualism than when they prescribed collectivism. However inter-individual differentiation was higher when group norms endorsed individualism than when they promoted collectivism. In Studies 2 and 3 we found evidence for the moderating effect of group salience on the relationship between norms and differentiation. Specifically, the effect that individualist group norms reduced intergroup differentiation but enhanced inter-individual differentiation was more pronounced when group salience was high rather than low. This finding demonstrates that conformity to a group norm prescribing individualism influences the manner in which positive differentiation is expressed. The discussion focuses on the caveats of introducing individualist group norms when attempting to reduce intergroup differentiation. Copyright (c) 2006 John Wiley & Sons, Ltd.

From the consciousness industry to the creative industries : consumer-created content, social network markets, & the growth of knowledge

In studies of media industries, too much attention has been paid to providers and firms, too little to consumers and markets. But with user-created content, the question first posed more than a generation ago by the uses & gratifications method and taken up by semiotics and the active audience tradition (‘what do audiences do with media?’), has resurfaced with renewed force. What’s new is that where this question (of what the media industries and audiences did with each other) used to be individualist and functionalist, now, with the advent of social networks using Web 2.0 affordances, it can be re-posed at the level of systems and populations as well.

Reverse immigration

This book (256 pages, written in Korean) is a critical essay that reviews, questions, and criticises Korean and Eastern immigrants’ thinking and behaviour styles in Australia from their cultural perspectives, and discuss and proposes a creative cultural dimension for their better life in a multicultural context. Multiculturalism is not supportive of Eastern cultures because of individualistic collection of cultures, while transculturalism facilitates nurture of their culture in a community-oriented way within multicultural circumstances. Korean and Eastern immigrants, sharing oriental cultural systems and values, should approach to the Australian multicultural context with transculturalism which allows creating new cultural values in collaboration with and by participation into local communities. ------------------------------------------------------------ Many Eastern immigrants live in their own ethnic communities without or less interacting with Australian (communities). The author defines this phenomenon as “reverse immigration”. Reverse immigration refers to re-immigrating to their ethnic community in Australia or to their birth country despite they did not anticipate that this would happen to them before immigration to Australia. The author argues that Easterners’ collectivistic culture often devalues individuality and vice versa. Cultural clash between West and East often forces the immigrants to choose reverse immigration because of their lack of understanding of Western culture and their cultural characteristics such as low individuality, high power distance, and high uncertainty avoidance. For example, a vague boundary between individualist and collectivist in a collectivistic context (within their ethnic group) often leads to maladjustment to local communities and enhancement of cultural conservatism. The author proposes that the cultural clash can be overcome by cross-cultural activities named “transculturalism”. To Eastern immigrants, transculturalism can be achieved by acculturation of their two predominant cultures, the third-person perspective and generalised others. In a multicultural context, the former refers to the ability to share another person's feelings and emotions as if they were your own, and the latter does the ability to manage community and public expectations. When both cultural values are used for quality interactions between East and West, they allow Eastern immigrants to be more creative and critical and Australian to be more socially inclusive and culturally tolerant. With these discussions, the author discusses cultural differences throughout the book with four topics (chapters) and proposes transculturalism as a solution to the reverse immigration. ------------------------------------------------------------ Chapter 1 criticises Koreans’ attitudes and methods towards learning English that is less pragmatic and practical, but more likely to be a scholarly study. The author explains that Koreans’ non-pragmatic towards learning English has been firmly built based on their traditional systems and values that Koreans view English as a discipline and an aim of academic achievements rather than a means of communication. Within their cultural context, English can be perceived as more than a language, but something like vastly superior to their language and culture. Their collectivistic culture regards English as an unreachable and heterogeneous one that may threaten their cultural identity, so that “scholarly studying” is only the way to achieve (not learn) it. This discourages the immigrants to engage and involve in daily dialogues by “using” English as a second language. The author further advises the readers to be aware of Eastern collectivistic culture in communication and interaction that sometimes completely reverses private and public topics in a Western context. This leads them to feel that they have no content to talk to natives. ------------------------------------------------------------ Chapter 2 compares between Korea and Australia in terms of their educational systems and values, and proposes how Eastern overseas students can achieve critical and creative thinking within a Western educational setting. Interestingly, this chapter includes an explanation of why Eastern overseas students easily fail assessments including essay writing, oral presentations and discussions. One of the reasons the author explains is that Eastern students are not familiar to criticise others and think creatively, especially when they recognise that their words and ideas may harm the collectivistic harmony. Western educational systems focuses on enhancement of individuality such as self-confidence, self-esteem, and self-expression, while Eastern educational systems foster group-oriented values such as interpersonal relationship, and strong moral and spiritual values. Yet, the author argues that the collectivistic approach to criticism and creativity is often more critical and creative than Western individuals when they know what they are supposed to do for a group (or a community). Therefore, Eastern students need to think their cultural merits and demerits by using an individual perspective rather than generalised others’ perspective. The latter often discourages individual participation in a community, and the generalised others in a Western culture is weaker than Eastern. Furthermore, Western educational systems do not educate students to transform (loose) their individuality to fit into a group or a community. Rather they cultivate individuality for community prosperity. ------------------------------------------------------------ Chapter 3 introduces various cases of reverse immigration in workplaces that many immigrants return to their country or their ethnic community after many trials for acculturation. Reverse immigration is unexpected and not planned before immigration, so that its emotional embarrassment increases such severe social loneliness. Most Eastern immigrant workers have tried to adjust themselves in this new cultural environment at the early stages of immigration. However, their cultural features of collectivism, high power distance, high uncertainty avoidance, and long-term oriented cultures suppress individual initiative and eliminate the space for experiments in ways of acculturation. The author argues that returning to their ethnic community (physically and psychologically) leads to two significant problems: their distorted parenting and becoming more conservatives. The former leads the first generation of immigrants to pressure their children to pursue extrinsic or materialist values, such as financial success, fame and physical appearance, rather than on intrinsic values, while the latter refers to their isolated conservative characters because of their remoteness from the changes of their own country. The author also warns that their ethnic and religious groups actively strengthens immigrants’ social loneliness and systematically discourages immigrants’ interests and desire to be involving into local communities. The ethnic communities and leaders have not been interacting with Australian local communities and, as a result, are eager to conserve outdated cultural systems values. Even they have a tendency to weed out those people who wish to settle down within Australian local communities. They believe that those people can threaten their community’s survival and continuity. ------------------------------------------------------------ Chapter 4 titled multiculturalism argues that Korean and Eastern immigrants should more precisely understand Australia as a multicultural society in a way of collaboratively creating new cultural values. The author introduces multiculturalism with its definitions and history in Australia and argues the limitations of multiculturalism from an Easterner’s perspective. With well known tragedies of the second generations of U.S. immigrants, Cho Seung-Hui, a university student, massacred 32 people on the Virginia Tech before committing suicide and Hidal Hassan, an Army psychiatrist, killed 13 people at Fort Hood and the responses of ethnic community, the author explains that their mental illness may be derived from their parents’ (or ethnic group) culturally isolated attitude and socially static viewpoint of U.S. (Western system and values). The author insists that multiculturalism may restrict Eastern immigrants’ engagement and involvement in local communities. Multiculturalism has been systematically and historically developed based on Western systems and cultural values. In other words, multiculturalism requires high self-confidence and self-esteem that Eastern immigrants less prioritise them. It has been generally known that Easterners put more weight on human relationship than Westerners, but the author claims that this is not true. Within an individualistic culture, Westerners are more interested in building person-to-person connections and relationships. While Easterners are more interested in how individuals can achieve a sense of belonging within a group and a community. Therefore, multiculturalism is an ideology which forces Eastern immigrants to discard their strong desire to be part of a group and does not give a sense of belonging. In a consequence, the author advises that Eastern immigrants should aim towards “transculturalism” which allows them to actively participate in and contribute to their multicultural community. Transculturalism does not ask Easterners to discard their cultural values, but enables them to be a collectivistic individualist (a community leader) who is capable of developing new cultural values in a more creative and productive way. Furthermore, transculturalism encourages Western Australians in a multicultural context to collaborate with ethnic minorities to build a better community.

Adaptation and empathy : intercultural communication in a choreographic project

The tricky terrain of intercultural communication within the pressure-cooker environment of creating new performance work is explored through the experiences of five Australians working with 55 artists in Hanoi, Vietnam on a project called Through the Eyes of the Phoenix. Key cultural communication issues such as the concept of ‘face’, identity, translation, adaptability, ambiguity tolerance, empathy, enmeshment and the development of shared understandings are examined in relation to theories of high and low context cultures and individualist collectivist frameworks. The experiences of both Australian and Vietnamese artists are foregrounded, revealing the importance of other intercultural communication modes such as visual, kinaesthetic and tactile languages as well as the languages of their art forms. Immersion in social activities and the importance of the emotional domain are also highlighted as essential factors to survive and thrive in intense creative collaborations across cultures. These dance perspectives, embedded in practice, provide alternative contributions to the messy complexities of intercultural communication.

Trauma and survival in African humanitarian entrants to Australia

Former refugees have been resettled in Australia since the 1940’s through the Humanitarian Migration Stream. This chapter highlights the impact of forced migration and the refugee experience of trauma on survival. The journey from pre-migration crises, to the process of fleeing one’s country, through to the challenges associated with resettlement, can have a significant impact on the mental health of Humanitarian Entrants to Australia. Differences in culture can have an impact on the meaning constructed from these experiences, and on help-seeking behaviour and preferred methods of intervention. To date, Western mental health services have used an understanding of trauma based on pathology and largely individualist intervention techniques. In this chapter, however, we seek to understand the experience of trauma for former refugees from a salutogenic perspective, and acknowledge community based coping methods and the strengths and resilience of former refugees. Using the construct of posttraumatic growth, adaptive factors of strength, religion, compassion, and new possibilities are identified as relevant to African Humanitarian Entrants in Australia.

La idea más peligrosa del mundo : hacia una crítica de la antropología transhumanista

Resumen: En este trabajo examino aspectos filosóficos del transhumanismo, en particular en lo que se refiere a su antropología filosófica y la filosofía de la tecnología que se halla implicada en esta. Me enfoco en la ingeniería genética y la “evolución dirigida”, una narrativa central en la promoción de un futuro “posthumano” que –según el transhumanismo– traerá beneficios en gran escala para la humanidad. Argumento que el transhumanismo avanza una teoría deliberativa de los valores en un contexto que favorece la lógica de mercado para la comercialización y distribución de los bienes prometidos por la reprogenética. Esta teoría deliberativa, a su vez, se basa en una visión antropológica con fuertes raíces humanistas. Argumento que esta estrategia del transhumanismo nos lleva a profundas contradicciones, dado que la lógica individualista-mercantilista no conlleva lógicamente a un beneficio global en lo que concierne a la “naturaleza” humana.

O despertar do budismo no ocidente no século XXI: contrbuição ao debate

Esta tese apresenta como um dos seus aspectos fundamentais a compreensão de outra cultura, outra versão, outro conjunto de valores: o pensamento indiano, berço da Ahamkãra a consciência individual, o eu e das práticas ascéticas de origem pré-ariana e autóctone. No interior dessa tradição, foram escolhidos os ensinamentos do Buddha Shãkyamuni, por sua absoluta originalidade na concepção da individualidade, transformando radicalmente as concepções de subjetividade existentes em sua época. O intuito, ao buscar uma tradição em tudo diferente da nossa, é, por dirigir o foco para o mais contrastante, iluminar nossa própria tradição, enriquecer o campo de discussão das novas matrizes de subjetivação em nossa sociedade ocidental pós-moderna e globalizada. Com essa abordagem objetiva-se contribuir para o debate em torno do despertar do budismo ocidental, no séc. XXI, lançando algumas linhas de reflexão que auxiliem, por um lado, a contextualizar esse acontecimento, e, por outro, a ampliar o debate sobre as questões relativas à noção de sujeito, utilizada pelos teóricos da psicanálise, através da apresentação de uma outra versão, a do eu budista. A comparação entre uma forma de individualidade oriunda de uma sociedade tradicional e holista e a forma da individualidade contemporânea, oriunda de uma sociedade secularizada e individualista, é possível através do que Harpham denomina imperativo ascético, uma força estruturante primária e transcultural. Nesse sentido visualiza-se uma relação entre as práticas ascéticas e a construção do eu. Segundo Mauss, o eu também é uma categoria universal, presente em todas as culturas. Assim como se encontram variações sobre o repertório das práticas ascéticas disponíveis em diferentes culturas, encontram-se variações na forma da subjetividade, de acordo com o seu solo cultural e sua paisagem mental. Fizemos uma conexão entre as práticas ascéticas indianas e o que denominamos de identificação mística, a partir da qual foi possível inferir essa imbricação entre ascetismo, construção e sacralização do eu nos primórdios da civilização indiana. Com o budismo ocorre uma espécie de descentramento, a sacralização é estendida a todo o cosmo, as práticas de meditação sintonizam com todos os seres, com todos os animais, para eliminar as causas do sofrimento. O budismo nasce com uma vocação universalista e leva para fora das fronteiras da Índia esse eu construído a partir dos conceitos da Ãhimsa, a não-violência, e da noção de ausência de existência inerente, inscritos no pensamento budista há dois mil e quinhentos anos, despertando o interesse do ocidente após um longo período de obscurecimento.

A noção de competência na política pública de educação de jovens e adultos da rede municipal de Betim: avanço e ou retrocesso na formação humana

O objetivo central desta pesquisa é investigar qual concepção formativa está incorporada na noção de competência que passou a ser disseminada, através das reformas educacionais, e se esta significa avanço ou retrocesso no processo de formação humana. Procurou-se compreender o contexto das mudanças sócio-econômicas e políticas que motivaram a elaboração e implementação das reformas educacionais uma vez que estas se apresentam como justificativas para a adoção da noção de competências. Buscou-se identificar qual ou quais concepções teórico-filosóficas e sócio-pedagógicas fundamentam a noção de competência e a qual interesse vincula-se. Procurou-se perceber o alcance e os limites da política pública de Educação de Jovens e Adultos desenvolvida na Rede Municipal de Betim, que implementou um Currículo por Competência. Para realizar esse objetivo fizemos uma leitura crítica da bibliografia que trata do tema e dos documentos oficiais que apresentam a proposta municipal. Pela análise desenvolvida concluímos que num contexto de crise estrutural do capitalismo a noção de competência torna-se adequada aos interesses de reprodução do capital, pois se ancora em teorias psicológicas que possuem uma concepção individualista e a-histórica do ser e concebem que a aquisição do conhecimento ocorre no sentido de sua adaptação ao meio. Constatamos que na experiência municipal o Currículo por Competências visava substituir os conhecimentos socialmente acumulados. Assim, acreditamos que uma educação que secundariza o conhecimento científico da realidade social leva a que o processo educativo escolar fique no limite do senso comum e significa um retrocesso. Percebemos ainda que a política pública municipal depara-se com vários dilemas e desafios postos a esta modalidade educacional em sua trajetória nacional e que não conseguiu ultrapassar os limites impostos pela reforma educacional. Entre estas a pouca consistência teórica em sustentar o que seja a EJA e qual concepção pedagógica a adotar; a descontinuidade político-administrativa em sua condução; a falta de financiamento e o desenvolvimento de parcerias, entre outras, o que traz sérias conseqüências ao processo formativo tanto dos educadores como dos educandos.