Select one of Hofstede’s dimensions of culture. Explain where your culture falls on that dimension. Give one example of how this influences your culture’s attitudes toward a given product, service, brand or company.
One of Hofstede’s dimensions of culture is Power Distance, which refers to the extent to which less powerful members of a society accept and expect power to be distributed unequally (De Bruin, 2017). Having lived in China for many years, I can say that Chinese culture (which I assimilated) falls on the higher end of the Power Distance dimension.
In Chinese society, there is a strong emphasis on hierarchy and respect for authority figures (Chien, 2016). This is evident in various aspects of daily life, such as the relationship between parents and children, teachers and students, and employers and employees. The power distance is reflected in the way people interact and communicate with those in positions of authority, where deference and obedience are expected.
This influence can be observed in Chinese attitudes toward brands or companies. Chinese consumers tend to place a significant emphasis on the reputation and credibility of a brand or company. They often rely on the opinions and recommendations of authority figures, such as celebrities, experts, or influencers, when making purchasing decisions. The endorsement of a product or service by a respected figure can greatly influence the perception and trustworthiness of that particular brand or company.
For example, if a well-known celebrity endorses a cosmetic brand, Chinese consumers are more likely to trust the product and view it as reliable due to the high power distance culture. This influence can extend to other industries as well, such as technology, where endorsements from influential figures can significantly impact consumer perceptions and purchasing behavior. I saw a famous actor’s photo on the packaging of local sparkling water – it looked so funny and in the wrong place, but my Chinese friends told me that they preferred this water exactly because they could trust this brand as soon as the famous person advertised it.
To sum up, China’s high power distance culture influences attitudes towards products, services, brands, or companies by placing importance on authority figures’ opinions and endorsements. The reputation and credibility associated with these endorsements play a crucial role in shaping Chinese consumers’ perceptions and decision-making processes.
References
Chien, C. (2016, June 30). Beyond Authoritarian Personality: The Culture-Inclusive Theory of Chinese Authoritarian Orientation. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4927584/
De Bruin, L. (2017, June 17). Hofstede’s Cultural Dimensions. Retrieved from https://www.business-to-you.com/hofstedes-cultural-dimensions/