Value Orientation

Kluckhohn and Strodtbeck (1961)

Culture as a solution to universal problems

Common human problems (basic assumptions of the nature of (human) reality):

1. What is the character of innate human nature? (good or evil, neutral or a mix? Mutable or immutable?) 2. What is the relation of humans to nature and supernature? (subjugation, harmony or mastery)? 3. What is the temporal focus of human life (past, present or future)? 4. What is the modality of human activity: (people as being, people as doing or people as doing to become)? 5. What is the modality of the relationship between humans (linearity, collaterality or pure individuality)? 6. What is the conception of space? (Private, public or a mix)?

The concept of time

Table 2.1 p. 28 shows time orientations according to o Time economicity o Monochronic versus polychronic use of time o Linearity versus cyclicity of time o Temporal orientations towards the past, the present and the future

Time economicity:
Examples are timetables, deadlines. Measurement of parking meter time. Attitudes towards the money value of time has an influence on marketing. Consumer behaviour depends on the time saving effects of products.

Monochronic versus polychronic use of time
Hall (1983) (M time and P time).
M time people stick to schedules while p time people stress the importance of people over time. Example: the hairdresser

Linearity (L) versus cyclicity (C) of time
Christianity (linearity)
Buddhism (reincarnation) cyclicity
People who think in cycles are more patient and perhaps less greedy
Three types of cyclicity: 1) Religious assumptions about reincarnation 2) Natural rhytms of years, seasons and days 3) The social division of time periods (days of the week) (different societies had different numbers of days per week.

Temporal orientations (past, present, future)
What does it mean to be past oriented? Who are past oriented? (Europeans) Present oriented (Spanish-Americans) Future oriented (the Americans).

Future orientation is related to the view that people can master nature.

Which factors go together?
Economic time, linear time, monochronism and future orientation.

How would you describe the Japanese in terms of time orientation?
The Japanese have a Makimono time pattern (the past and the future exist simultaneously in the present).

Space (see table 2.2, p. 34)
The basis for territoriality. Questions to be asked:
Are people insiders or outsiders?
What are group membership conditions?

Examples: Bantu people (meaning ‘human being’). In Japanese language the Japanese call themselves ‘we’. Others are ‘they’ or ‘those from the outside’.

Two orientations: The ‘being’ orientation and the ‘doing’ orientation.
What are the differences?
The being orientation allows people possibilities according to what they ‘are’
The doing orientation allows people possibilities according to what they can achieve.

What are examples of ingroups? (The nation, families, etc.) (p. 36)
In what sense is knowledge of ingroup behaviour important to consumer behaviour? (P. 37)

How does Usuniers distinguish: a) The ‘tolerated outsider’ b) The ‘recognized outsider’ c) The ‘Newly accepted insider’

How are group membership assumptions (ingroup and being orientations = concrete territoriality) and (outgroup and doing orientations= abstract territoriality) important to marketing negotiations? When is corruption acceptable and when is it not acceptable? P. 39

Outgroup and doing orientations (abstract territoriality)

What signals can be seen in CVs of the two orientations?

What are the pitfalls in space-related assumptions?
Ingroup orientation: tribalism, localism, provincialism,
Outgroup orientation: unrealistic universalism, global village ethnocentrism

How much should be allowed for private space in different cultures? (Edward Hall (1966). P. 40

A market of antiperspirants, mouthwashes and deodorizants have grown out of the need for private space.

Small products (to save space).

Explain: Cultural hostility does not necessarily imply racism: one may be hostile to people of (some) other cultures, without being a racist.