Of heads and hearts and cultures apart!

Date of publication: April 9, 2008

Catalogue: Asia Pacific 2008

Abstract:

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key characteristics of the Indian personality, e.g. the tendency towards greater emotional expressiveness and intensity, a higher need for saving face or overcoming shame/shyness; and the relatively higher acceptance of authority.Our premise is very simple: communication can engage the consumer at three basic levels: the head, the heart and the soul/value-system. How can we engage better at these levels to ensure more effective communication for the Indian consumer?

  • PDF
  • This could also be of interest
The application of factor analysis to the study of army morale Authors: Charles Chandessais
Advertising research utopia 1961? Authors: Wolfgang Schaefer
Advertising research utopia 1961? (German) Authors: Wolfgang Schaefer
Future developments of farming surveys Authors: A. B. de Vos
Word of mouth and media Authors: Berend H. Feddersen
Word of mouth and media (German) Authors: Berend H. Feddersen
Setting targets in advertising research Authors: Timothy Joyce
The application of "psychological ironmongery" to commercial problems Authors: John M. Caffyn, N. A. Brown
The measurement of pupil dilation as a market research tool Authors: Günter König, Carmen Lakaschus, Mark R. C. Lovell
Non-awareness and non-usage Authors: Andrew S. C. Ehrenberg, Michael Bird