Basics of qualitative research: Grounded theory procedures and techniques

Individualism and collectivism

Статья посвящена вопросам влияния власти на поведение человека. Авторы рассматривают данные различных источников, в которых увеличение власти связывается с напористостью, а ее уменьшение - с подавленностью. Конкретно, власть ассоциируется с: а) позитивным аффектом; б) вниманием к вознаграждению и к свойствам других, удовлетворяющим личные цели; в) автоматической переработкой информации и резкими суждениями; г) расторможенным социальным поведением. Уменьшение власти, напротив, ассоциируется с: а) негативным аффектом; б) вниманием к угрозам и наказаниям, к интересам других и к тем характеристикам я, которые отвечают целям других; в) контролируемой переработкой информации и совещательным типом рассуждений; г) подавленным социальным поведением. Обсуждаются также последствия этих паттернов поведения, связанных с властью, и потенциальные модераторы.

Power, approach, and inhibition. Власть, напористость и подавленность

In his Preface the author' says that he started out to review all the more important theories upon the topics ordinarily discussed under human motivation but soon found himself more and more limited to the presentation of his own point of view. This very well characterizes the book. It is a very personal product. It is an outline with some defense of the author's own thinking about instincts and appetites and sentiments and how they function in human behavior. And as the author draws so heavily upon James and McDougall, especially the latter, the book may well be looked upon as a sort of sequel to their efforts. There is a thought-provoking distinction presented between instinct and appetite. An instinct is said to be aroused always by something in the external situation; and, correspondingly, an appetite is said to be aroused by sensations from within the body itself. This places, of course, a heavy emphasis upon the cognitive factor in all instinctive behaviors; and the author prefers to use the cognitive factor, especially the knowledge of that end-experience which will satisfy, as a means of differentiating one instinct from another. In this there is a recognized difference from McDougall who placed more emphasis for differentiation upon the emotional accompaniment. The list of instincts arrived at by this procedure is much like that of McDougall, although the author is forced by his criteria to present the possibility of food-seeking and sex and sleep operating both in the manner of an appetite and also as an instinct. The Shand-McDougall concept of sentiment is taken over and used in the explanation of moral motivation. There is the development within each personality of a sentiment for some moral principle. But this sentiment is not a very powerful motivating factor. It is reinforced by social pressures and by religion, which is treated as an effort of finite man to live in harmony with the infinite reality. Those whose psychological thinking is largely in terms of McDougall will doubtless find this volume a very satisfying expansion; but those who are at all inclined to support their psychological thinking by reference to experimental studies will not be so well pleased. The James-Lange theory, for example, is discussed without mention of the many experimental studies which it has provoked. Theoretical sources appear in general to be preferred to experimental investigations.

Human MotivationThe Mind in Action: A Study of Motives and Values. A. Campbell Garnett

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Social Psychology: Handbook of Basic Principles

When luxury brands (exuding self-enhancement values) incorporate CSR (eliciting self-transcendence values) in their brand platform, they are blending opposing values into their marketing strategies, often resulting in negative responses from consumers. This research provides a solution to this problem—“value instantiation,” which encourages people to generate reasons for a value and to pursue it via a concrete example. We introduce the following two approaches for instantiating self-transcendence values in the context of self-enhancement value pursuit: (1) exposing consumers to philanthropic activities of self-enhancement-driven celebrities (study 1) and (2) encouraging consumers to visualize themselves engaging in philanthropic activities while pursuing self-enhancement values (study 2). We show that such value instantiation, which promotes the integration of the values, reduces unfavorable responses to a luxury brand’s product promoted with CSR appeals, particularly among the core consumers of luxury brands, who are self-enhancement driven, and thus would respond to the CSR appeals most negatively.

Value instantiation: how to overcome the value conflict in promoting luxury brands with CSR initiatives

Purpose
To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.


Methodology/approach
Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.


Findings
Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.


Research limitations/implications
Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.


Practical implications
A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.


Originality/value
The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

Managing cultural equity: A theoretical framework for building iconic brands in globalized markets

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A Measure of Brand Values: Cross-Cultural Implications For Brand Preferences

\n Bicultural consumers now represent a third of the U.S. population and are the fastest growing demographic group in the U.S. This shift in consumer markets presents a challenge for marketers as they try to design brand strategies to serve this important group. In this article, the authors show that certain types of brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to bicultural consumers. Results from seven studies reveal that bicultural consumers evaluate paradox brands more favorably, and choose paradox brands more, than traditional brands without contradictions. Further, bicultural consumers exhibit more favorable evaluations and greater choice of paradox brands than do monocultural consumers. These cultural differences are attributable to greater cognitive flexibility found among biculturals, particularly those who adopt an acculturation strategy of integrating their different cultural identities. Greater cognitive flexibility, in turn, prompts stronger engagement with a paradox brand, which contributes to more favorable brand evaluations and choice. Contributions of this research for understanding bicultural consumers, marketing to bicultural consumers, and directions for future research are discussed.

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

The present research demonstrates that integrative responses to culture mixing, in the context of Western brand names translated into Chinese, can influence consumer evaluations of the products. Sp...

Integrative Responses to Culture Mixing in Brand Name Translations: The Roles of Product Self-Expressiveness and Self-Relevance of Values Among Bicultural Chinese Consumers

Carlos J. Torelli

Papers

Value instantiation: how to overcome the value conflict in promoting luxury brands with CSR initiatives

Managing cultural equity: A theoretical framework for building iconic brands in globalized markets

A Measure of Brand Values: Cross-Cultural Implications For Brand Preferences

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

Integrative Responses to Culture Mixing in Brand Name Translations: The Roles of Product Self-Expressiveness and Self-Relevance of Values Among Bicultural Chinese Consumers