Individualism vs.
collectivism
Individualism = each individual is acting on his or her own,
making their own choices, and to the extent they interact with the rest of the
group.
Collectivism = the group is seen to be the important
element, and individuals are just members of the group. The group has its own
values somehow different from those of the individual members. The group thinks
its own thoughts and the group is judged as a whole and everyone within are
just members rather than individuals.
Why do people accept collectivism?
Nobody is truly individual, most of what you know is learnt from other people. An
example is racism, the view that a race of people is basically the same.
Matching
individualism-collectivism differences in cultures
An individualistic person may find individualistic messages
to be more persuasive than collectivistic messages, and vice versa. Persuasion
is important because the main goal of an advertisement is to change customers’
attitudes and convince them to buy particular products. The global market has meant that
international advertising has become a critical part of marketing and
understanding advertising for markets situated in different cultural contexts
is therefore increasingly important.
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