Understanding of cultural differences between two countries

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Reference no: EM131646945

In a study shown in class (and explained in your textbook:“International Marketing, 17th edition by Cateora and Graham, McGraw-Hill” as well), Chinese people were more favorable when exposed to ego-focused (vs. other-focused) emotional appeals (pride, happiness), while American people were more favorable when exposed to other-focused (vs. ego-focused) emotional appeals (empathy, peacefulness). This result is counter-intuitional given our understanding of cultural differences between the two countries. 1) What would you have led to expect according to Hofstede’s cultural framework? 2) What happened in the experiment? 3) Explain why this happened, and 4) what is implication for MNC’s.

Reference no: EM131646945

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