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Culture and Cognition

Culture and Cognition. Lisa Allison Aronya Harper Menjivar Waller. Outline. Introduction Background research Social and business implications Design considerations (mock-up) Take- aways. Introduction. Culture.

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Culture and Cognition

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  1. Culture and Cognition Lisa Allison Aronya Harper Menjivar Waller

  2. Outline • Introduction • Background research • Social and business implications • Design considerations (mock-up) • Take-aways

  3. Introduction

  4. Culture • Culture: A dominant symbolic meaning system (e.g., worldview) sustained and transmitted over generations by members of a given society, which then shape the members psychological processes. Masuda, 2005

  5. Analytic vs Holistic Cognition • “Cognitive practices may be highly stable because of their embeddednessin larger systems of beliefs and social practices” Worldview: Things exist by themselves and can be defined by their attributes (context independent, object-oriented). Worldview: Things are inter-related. Various factors are involved in an event (context dependent, context-sensitive Father Mother Father Mother Sibling Self Sibling Friend Self Friend Co-worker Co-worker Friend Friend Nisbett, Peng, Choi, & Norenzayan, 2001

  6. Coca-Cola Japan United States

  7. Systematic Cultural Variability? Greece France Italy Spain Middle East United States LOW HIGH Germany Scandinavia Latin America Asia Africa Graphic from: http://martinrohwedder.fastpage.name/highandlowcontextculture/

  8. Importance • Perception / Attention • Semantic and pragmatic meaning • Trust and credibility • Esthetics

  9. Background Research

  10. Hall’s Theory of “Contexting”

  11. Hofstede’s Cultural Framework • Power Distance • Individualism vs. Collectivism • Masculinity vs. Femininity • Uncertainty Avoidance • Long Term Orientation

  12. Cultural Variation in Socio-Cognitive Processes

  13. We “think” differently across cultures Hofstede values Hall “contexting” Hall “contexting” Kitayama & Park, 2010

  14. Social and Business Implications

  15. Our Study • Web site homepage for a multi-national corporation • Three localized versions • North American • Latin American (Mexican) • East Asian (Chinese)

  16. Cultural Characteristics

  17. Cultural Characteristics (cont.)

  18. Costs of Localization • Translation by “someone who speaks the language” is not enough • Need native speaker with knowledge of cultural nuances • Research local users • Test with local users • Training delivered by a local or native-speaker • Sun saved money by hiring local trainers • Bottom line: • Localization is not cheap, but doing it properly saves money by making employees more productive and loyal to the company.

  19. Is Online Training Alone Enough? • Who is your audience? • Family/Group oriented cultures are not motivated by directives to “go online and take training” • Message should be delivered in how training benefits the group. • Include social or interactive elements in the training.

  20. Design Considerations

  21. Take-Aways

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