Table 1 - uploaded by Sharon Shavitt
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Magazine Titles by Country
Source publication
The distinction between vertical (emphasizing hierarchy) and horizontal (valuing equality) cultures yields novel predictions regarding the prevalence of advertising appeals. A content analysis of 1211 magazine advertisements in five countries (Denmark, Korea, Poland, Russia, U.S.) revealed differences in ad content that underscore the value of this...
Context in source publication
Context 1
... Russia and Poland, we sought corresponding publications with a relatively stable circulation and financial situation, due to the relative instability of the consumer magazine industry in those countries. See Table 1 for the chosen magazine titles by country. For each magazine, several issues were sampled throughout the publication year. ...
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Citations
... Such unequal relationships portrayed in the advertisements reflect the hierarchical interpersonal relationships that are more likely to exist in vertical societies. Furthermore, a study that analyzed a great number of magazine ads in five countries found that in countries presumed to have a more vertical orientation (i.e., Korea, Russia, Poland, and the United States) message appeals conveying status (e.g., luxury, prestige, success) were more prevalent than in a country with a more horizontal orientation (i.e., Denmark), regardless of the type of magazine in which they appeared (Shavitt, Johnson, & Zhang, 2011). While status was the most dominant appeal in these vertical cultures, appeals conveying pleasure were more dominant in the horizontal society. ...
Understanding consumers in global markets demands deep insights into their cultural backgrounds. The first part of this chapter investigates how culture, notably the individualism-collectivism and vertical-horizontal distinctions, shapes consumer self-definition, motivation, information processing, judgment, and behavior, thereby impacting their preferences and responsiveness to brand communication. However, with the surge of multiculturalism in an increasingly interconnected world, a more complex model of consumer behavior arises. The latter part of the text considers multicultural consumers who possess knowledge of multiple cultures and have the ability to switch between cultural frames based on contextual cues. These consumers often display greater cognitive flexibility, leading to creativity and preference for brands with contradictory meanings. Thus, the influence of both distinct cultural values and multiculturalism must be acknowledged to effectively navigate global consumer behaviors.
... Previous research indicates that the Republic of Korea, along with Japan and India, is a representative vertical collectivist society that emphasizes group cohesion, interdependence, compliance with authority, and the importance of fulfilling obligations [12,20,28]. Analyses of magazine advertising content show that Korean advertisements frequently employ collectivistic episodes related to group harmony and interdependence [44]. These cultural values of VC are universally reflected in the Republic of Korea. ...
... HI individuals desire opinions about themselves and pursue them without seeking status or boasting of their achievements, emphasizing harmony [20,27]. Through consumption, they express themselves while demonstrating environmental responsibility and ethics [24,27,44]. It is essential to focus on equality, interdependence, and social responsibility to encourage pro-environmental purchasing behavior among consumers with high levels of environmental self-identity. ...
Consumer behavior contributes to the environmental crisis worldwide. This study examines the influence of horizontal and vertical individualism and collectivism (HVIC) on pro-environmental purchasing behavior based on environmental self-identity. We surveyed 542 Korean adults aged 20–69 online. We analyzed the data using correlation, paired t-tests, and multiple regression analyses. First, we found that the group with high-level environmental self-identity showed significantly higher levels of pro-environmental purchasing behavior, horizontal individualism (HI), horizontal collectivism (HC), and vertical collectivism (VC). No significant difference was observed in vertical individualism (VI). Second, in the low-level group, the influencing factors were gender (ref. female), age, VI, and VC. Third, in the high-level group, the influencing factors were HC, HI, and VC. Cultural values are an important aspect of pro-environmental purchasing behavior based on environmental self-identity.
... Each East Asian country is collectivistic, more or less (Načinović Braje et al., 2019). More specifically, Hofstede (2011) characterizes East Asian countries as vertically collectivist, which refers to a society with strong collectivism and hierarchical dominance; statuses of people in within a group are assigned unequally in pursuit of a collective group goal (Shavitt et al., 2011). ...
Introduction
In mainstream psychological research, Confucian heritage culture is often the scapegoat for subjecting Confucian heritage culture students to cultural archetypes of reticence, obedience, and unassailability, leading to the stigmatization of international students. This study examines differences in international students’ self-rated intercultural sensitivity and the potential discrepancy that exists between large-scale differences in sociocultural dimensions and student perceptions of these dimensions.
Methods
A total of 120 international students enrolled at Canadian universities completed an online questionnaire which combines existing validated surveys on intercultural sensitivity and perceptions of sociocultural dimensions. Students were divided into two groups: Confucian and non-Confucian groups. The data analysis techniques include AN(C)OVAs, hierarchical linear regression, and Spearman’s rho correlation.
Results
The quantitative analyses lead to the main findings as follows: 1) Confucian heritage culture has little predictive value to intercultural sensitivity; 2) Confucian student group does not uniquely identify with Confucian values; 3) Second language apprehension, as the sole predictor, accounts for more variation in intercultural sensitivity than most sociocultural predictors combined.
Discussion
This study demonstrates that deterministic views of heritage culture may not accurately reflect international students’ personal identification with their heritage culture. Therefore, further research is needed to illuminate the role of studying abroad in deconstructing general culture and contextualizing students’ assumed fixed identities.
... In both individualist cultures, the self is seen as autonomous; however, vertical individualism accepts inequality while horizontal individualism emphasizes equality (Singelis et al., 1995). The United States is a vertical-individualist culture (Shavitt et al., 2011) whereas Croatia is considered a horizontal-collectivist culture (Gaćeša et al., 2022). On the other hand, Thailand, as well as many Southeast Asian countries, are considered vertical-collectivist cultures (Andrews & Htun, 2018). ...
Social support can help buffer against stressors and build employees’ resilience. However, workers of different cultures may vary in their expectation of support. Drawing on organizational support theory (OST), this qualitative study explored the types of support managers and employees (n = 668) from Croatia, Thailand, and the United States expected from each other amid COVID-19. A cluster analysis showed US workers expected more understanding and transparent communication from their supervisors while Thai workers desired stronger leadership and more protective gear. US supervisors expected employees to proactively ask for help while Thai supervisors encouraged their employees to adapt to change. Both Croatian supervisors and employees expected each other to maintain business as usual. Overall, the results resonate with previous OST research that expectations of support vary by cultures and highlight how leaders across countries can enhance the efficacy of social support and promote both supervisors’ and subordinates’ well-being during future crises.
... Western culture encourages impulsive buying behaviour while Eastern cultures discourage it. Cultural context affects the prevalence of advertising appeals in vertical versus horizontal cultures (Shavitt et al., 2011). Cultural orientation influences country of origin effects on brand evaluations (Gurhan-Canli & . ...
Sports sponsorship is a marketing activity that requires huge budget where companies seek to achieve business objectives. The study compares between low and high context cultures to understand the effect of football team sponsorship on consumer behaviour. An online survey was conducted through Qualtrics with 380 responses. Results show that culture affects the outcome of football team sponsorship on brand image, purchase intention, and brand loyalty. Football team sponsorship leads to higher marketing effectiveness in low context culture. Low context culture has either the same outcome of high context culture or better and vice versa. High context culture tends to have some negative attitudes toward the brands that are sponsoring football teams. It is recommended for marketers to allocate football team sponsorship budget to low context culture for better outcome. Future work should aim to compare cultural effect on sports sponsorship in other sports such as basketball, tennis, golf … etc.
... Russia has invariably been a vertically collectivist country, with this dimension of individualism-collectivism variety being dominant on individual and societal levels, largely due to the embedded legacy of authoritarianism from Tsarist to Soviet and post-Soviet times. 77 Studies show authoritarian regimes' strong propensity to be vertically collectivist, primarily manifested through rigid compliance with social norms, deference to authority, and legitimized aggression against deviant behaviors. 78 The nature of Russia's collectivism is such that "horizontal" practices (dialogue, persuasion through explanation and argumentation, encouraging autonomous thinking and decision-making) have been suppressed in that society for centuries. ...
This article aims to show, using evidence from cross-cultural studies, that the peoples of Ukraine and Russia differ significantly on the individualism-collectivism dimension that lies at the heart of national identity. It argues that the idea of Russian and Ukrainian fraternity is, in fact, a myth, based perhaps on some limited cultural accidentals or overly-broad categorizations of temperament and not on fundamental ideologies that undergird the society. Illusions of the fraternity are a product of propaganda based on a range of narratives about the countries (including Ukraine) Russia considers its "area of influence" and has been unsuccessfully trying to return under its control. Understanding the motivations of Russia, a state with a legacy of authoritarianism and consistently strong ideological opposition to democratic values, is key to making sense of such narratives and the logic behind them. Cross-cultural studies provide insights for a broader understanding of inherent differences between Rus-sian and Ukrainian peoples. Approximately 50 percent of the variation in national cultural orientations is unique to the country and is rooted in the lasting differences in historic developmental trajectories. Of particular interest is the relationship between individualism and collectivism in Russian and Ukrainian cultures and its respective impact on the institutions, as these dimensions are among the most distinctive for cultural variation. The author argues that one can discern clear distinctions in cultures by observing the distinct evolution and varying importance of institutions.
... These variations are important for understanding EAIS's motivation to study abroad, their values of global citizenship, and attitudes of EAIS and domestic students toward each other. In particular, studies of cultural orientation generally describe East Asian societies as VC because there is strong collectivism and strong hierarchical dominance in the society(Hofstede, 2011;Ma et al., 2016;Shavitt et al., 2011;Soenens et al., 2018). ...
International students from Confucian heritage culture countries are often perceived
by westerners as having low intercultural communication competence (ICC) (Zhu &
Bresnahan, 2018). In popular media and mainstream cultural-psychological research,
Confucian culture is often the scapegoat for subjecting East Asian international students
(EAISs) to cultural archetypes of reticence, obedience, unassailability, and similar. In the
present study, intercultural sensitivity was used to measure the affective domain of ICC, and
quantitative analyses were performed to investigate 1) whether international students (EAISs vs non-EAISs) reported different capacities of intercultural sensitivity in cross-cultural
interaction. 2) Did EAISs particularly identify with Confucian values as widely perceived? 3)
Did EAISs rate stronger social confusion than non-EAISs that may contribute to low ICC? 4)
How did social and cultural factors of international students’ adjustment impact their
intercultural sensitivity? A total of 120 international students enrolled at Canadian
universities completed an online questionnaire. The results of the group comparison show
that there was no difference in intercultural sensitivity and identification of Confucian
cultural attributes between EAISs and non-EAISs. However, non-EAISs unexpectedly
reported much higher social confusion than EAISs, as measured by culture shock and
language apprehension. Results from hierarchical regressions indicate that variations in in-classroom reticence appeared to be solely accounted for by social confusion—language
apprehension in particular. Meanwhile, changes in social confusion and identification of
Confucian values jointly explained the changes in general intercultural sensitivity and
attitudes toward global citizenship. Overall, the findings suggest that it is futile to assume that attitudes of ICC are the result of cultural differences, when the differences may be minimal or diminished for students studying abroad. The alternative explanation is that cultural values that were thought to be unique to Confucian heritage may not be felt and identified exclusively by EAISs. Additionally, EAISs in western countries might not feel as much social confusion as commonly thought about East Asian students who had little or no oversea experiences. The findings underscore the caution not to compartmentalize culture but to understand it in terms of similarity. The study advocates further research to reconceptualize ICC among contextualized experiences of EAISs and to examine ‘actual’ cultural differences rather than uncritically accepting ‘general’ differences among international students.
... Horizontal individualism (HI; e.g., Sweden, Denmark, Australia, the Netherlands) values everyone as equal and individuals as independent from others (Shavitt et al., 2011;Singelis et al., 1995). In line with the characteristics of horizontal individualists, Dutch and Korean millennials highly value income, workplace equality, the need for uniqueness, and self-expression (Jung, 2021;Sivadas et al., 2008). ...
... By contrast, vertical individualism (VI; e.g., the U.S., the U.K., France, Canada, and Germany) acknowledges inequality between individuals; thus, hierarchy is present in society (Shavitt et al., 2011;Singelis et al., 1995). Individuals strive to be better than others, and the self is seen as very important (Singelis et al., 1995). ...
... Similar to VI, vertical collectivism (VC; e.g., Eastern Europe, Korea, and East Asia) acknowledges inequality between individuals; thus, hierarchy is present in society (Shavitt et al., 2011;Singelis et al., 1995). It also suggests that respecting decisions made by others is valued, and the individual must take full responsibility for the entire group because the individual is part of a group or community (Singelis et al., 1995). ...
Millennials’ increasing interest in luxury goods is extensively changing the luxury landscape. This cross-cultural study obtains a deeper understanding of which value perceptions influence South Korean and Dutch millennial consumers’ purchase intentions for luxury goods. To reflect trends and the characteristics of millennials, this study analyzes four perceived values associated with luxury goods: investment, functional, individual, and social values. The findings reveal similarities and differences in the effect of the four perceived values on attitudes and purchase intention for luxury goods among Korean and Dutch millennials. Four dimensions of individualism versus collectivism (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) are discussed by comparing cultural differences across the two countries. The results of this study contribute to the fields of luxury goods consumption, luxury consumer behavior, luxury goods marketing, and millennial consumer behavior.
... We focused on two software development teams consisting of internal employees and subcontractors operating in a horizontally individualist Nordic country (Shavitt, Johnson & Zhang, 2011). One of the authors followed the teams' work activities through biweekly technical meetings and product development meetings, which were organized every ten weeks for one year. ...
... People vary in how they relate to and balance individuality and community (Graham, Nosek, Haidt, Iyer, Koleva & Ditto, 2011). Similarly, there are cultural variations in the extent to which individuality is seen as a positive or negative (Henrich, Heine & Norenzayan, 2010;Hofstede & Bond, 1984) and in how individuality culturally manifests (Shavitt et al., 2011). ...
In this study, we theorize humanness in organizations as a property of practice. We apply practice theory to examine how humanness becomes enacted in a business organization as people prioritize organizational and individual ends in their work activities. Our empirical case study examines the everyday interactions of development team members in an R&D organization of a large Nordic cooperative. Challenging the dominant individualist and structuralist approaches in humanness and human dignity studies, we identify and locate four different aspects of humanness in organizational practices. As a result, we show how the emergence of humanness is an ongoing process that transpires through two mechanisms: site shifting and reconciliation; that is, people shift between different sites of the social, consisting of different sets of practices with underlying disparate assumptions of humanness, which requires reconciliation. These findings provide a basis for an alternative theorizing of humanness in organizations.
... Россия всегда была вертикальной коллективистской страной, это измерение по шкале «индивидуализм-коллективизм» доминирует на индивидуальном и общественном уровнях, в значительной степени -из-за укоренившегося наследия авторитарности с царских до советских и постсоветских времён. 77 Исследования показывают сильную склонность авторитарных режимов к вертикальному коллективизму, прежде всего проявляющуюся в жестком соблюдении социальных норм, почтении к власти и узаконенной агрессии к отклонениям в поведении. 78 Природа русского коллективизма такова, что «горизонтальные» практики (диалог, убеждение путём объяснений и аргументации, поощрение самостоятельного мышления и принятия решений) в обществе столетиями подавлялись. ...
