4. The perspective on VALUES presented in these 2 chapters is different from Rokeach. The
Hofsted perspective described here is often used in the context of studying cross cultural
VALUES. These are thought to differ from culture to culture. Because of this, there is variation
in consumer behavior from one culture to the next. This means that companies must
understand these differences in order to provide the right products/brands, with the right
messages, and distribution. These VALUES are subdivided into 3 Orientations. What are the 3
orientations and how do they differ from one another.
5. There are 6 Other oriented VALUES. List each one and describe the two extremes of that
value and its meaning. Try to provide an example that compares the US perspective on that
value versus that of another country (e.g., China, Japan, Mexico). For example, one of the Other
oriented values is Individual/Collective. This value refers to the degree to which the culture
values individual activity and Initiative versus collectivity activity and conformity. The US is one
of the most individualist cultures. Asian cultures are typically more Collectivist. Ref. Table 2.1
and text description.
6. There are 6 Self oriented VALUES. List each one and describe the two extremes of that value
and its meaning. Try to provide an example that compares the US perspective on that value
versus that of another country (e.g., China, Japan, Mexico). For example, one of the Self
oriented values is Materialistic/NonMaterialistic. This value refers to the degree to which the
culture values material goods. The US is very materialistic. Ref. Table 2.1. and text description.
7. There are 6 Environment oriented VALUES. List each one and describe the two extremes of
that value and its meaning. Try to provide an example that compares the US perspective on
that value versus that of another country (e.g., China, Japan, Mexico). For example, one of the
environment oriented values is Cleanliness. This value refers to the degree to which the culture
believes that cleanliness (above the most basic for health) is important. The US and other
developed countries tend to be more Cleanliness oriented than non-developed countries. Ref.
Table 2.1. and text description
