Darren Paproski - final PhD submission.pdf - University of ...

power distant context may be more likely to be attracted to marketing communications that
appeal to conspicuous consumption contexts. Jap (2010) found that with respect to power
distance some consumers felt that using global brands could show one's power over inferiors or
possibly cause fear in others. In some other cases, respondents felt that they should use lowerranked
brands than their superiors in order to save their superiors' face at work or in public.
Uncertainty avoidance involves how society deals with uncertainty because the future is
unknown. It indicates the extent that people feel threatened by uncertain or unknown
situations (Hofstede 1980, 1983). People high in uncertainty avoidance have a greater need for
consensus, are less tolerant of deviant ideas, behavior, or risk and are more concerned with
security in life. Understanding where their typical target consumer sits on this dimension is
important because marketers need to understand the relative sensitivity of their consumers
with respect to their willingness to take risks, adopt new innovations, and/or try new brands
and products. Moreover, target consumers' likely responses to product/service attributes that
appeal to risk-averse consumers may be analyzed on this dimension. Segments with a high
average uncertainty avoidance rating may be assuaged by product warranties, guarantees,
return policies, trial packs, and the like.
Masculinity includes the division of roles between the sexes in society (Hofstede, 1983). It
stands for a society where gender roles are more clearly distinct: men are supposed to be
assertive, achievers, tough, and focused on materialism; women are supposed to be modest,
tender, and concerned with quality of life (Hofstede, 2001). Masculine individuals are
characterized as aggressive, competitive, and money-oriented. In contrast feminine individuals
are humble, nurturing, more people-oriented, and determine achievement in terms of close
human relationships and quality of life (Hofstede, 1984). The masculine-feminine dimension is
relevant to marketers in such areas as the development of advertising appeal, advertising
message content and context, and overall brand message. Regardless of target segment
gender, marketing communications strategies can be aligned with the general proclivity of their
segment toward masculinity or femininity.
Confucian dynamism measures the extent to which a culture emphasizes long-term values, in
contrast to a culture that emphasizes short-term values. This dimension may also be
characterized as short term versus long-term orientation. Hofstede and Bond (1988) defined
long-term orientation as valuing perseverance, thrift, and future. Short-term orientation is
characterized has caring about the virtues of tradition, preservation of face and fulfilling social
obligations. Segmentation strategies aimed at consumers 'living for today' versus consumers
who are willing to 'sacrifice today, for a better tomorrow' would be distinctly different.
Moreover, changes in such an orientation would be a trend that marketers would want to
watch very carefully.
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