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Introduction to
values and Hofstede
CommunicationKnowledgeCenter@Outlook.com

Values: inside-out/ outside-in
S x R
Values of Values of
Sender Receiver
Express Link to own values: like/ dislike
Values of
Brand/ product/ service EFFECT
Analyze what is expressed: semiotics
CommunicationKnowledgeCenter
Influenced by cultural values
(and other factors)
2

Macro- & Micro-level values
(De Mooij 2010 p46)
Cultural values
• Macro level
• Cultural values
Individual values
• Micro level
• Value orientations
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Influence of values on effect
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Values
4

Value:
• : “an enduring belief that one mode of conduct
or end-state of existence is preferable to an
opposing mode of conduct or end-state of
existence.”(Rokeach 1973 in De Mooij 2010
p45)
• Examples of preferred alternatives:
– Clean – dirty
– Happy – sad
– Healthy – sick (De Mooij 2010 p45)

Value system
• “learned organization of principles and rules to help
one choose between alternatives, resolve conflicts,
and make decisions.”(Rokeach 1973 in De Mooij 2010 p45)
• “In a value system, values are ordered in priority with
respect to other values.”
• “For example, in North America, individual happiness
is a value of high priority, (…) whereas in East Asia
personal happiness has lower priority than
perseverance and harmony.” (Rokeach 1973 in De Mooij
2010 p45)

Value priority, example
North America
1. individual happiness
2. perseverance
3. harmony
East Asia
1. perseverance
2. harmony
3. individual happiness

Target Market
Incentive Statement (Schultz '96)
• To (user group), (name of brand) is the (product
category) that (benefit of brand).
• To ambitious people, VSM is the toothpaste that
prevents cavities and maintains clean, white teeth.
• Support: with fluoride & strong
• What consumer wants from product; psychographic
attributes : security & self-confidence

Attributes – Benefits –
Values
Attributes: with fluoride & strong
Benefits: prevents cavities & clean, white
teeth
Values: security & self-confidence
Figure: Levels of communication (De Mooij 2010 p155)

About values (De Mooij 2010 p46)
• At age of 10 most children have their basic
value systems firmly in place.
• Learned implicitly (not consciously).
• Describe what people in general think the
world ought to be.
• Are absolute (freedom, not a little bit of
freedom).
• More stable than attitudes.
• We are not aware of our values; they operate
like an automatic pilot.
Knowledge  Attitude  Behavior
Value

Assumptions about
values (De Mooij 2010 p46)
a) Total number of values that a
person possesses is relatively
small.
b) All people everywhere possess
the same values to different
degrees.
c) Antecedents of human values
can be traced to culture, society,
and its institutions.
See shortlist
of value
priorities
See Maslow
pyramid of
needs
See Cultural
Values –
Value
Orientations

Maslow’s hierarchy of needs

Instrumental values:
Rokeach ‘73 in: De Mooij ‘98 p97
1 Ambitious
2 Broad-minded
3 Capable
4 Cheerful
5 Clean
6 Courageous
7 Forgiving
8 Helpful
9 Honest
10 Imaginative
11 Independent
12 Intellectual
13 Logical
14 Loving
15 Obedient
16 Polite
17 Responsible
18 Self-controlled

Terminal values:
Rokeach ‘73 in: De Mooij ‘98 p97
1 A comfortable life
2 An exciting life
3 A sense of
accomplishment
4 A world at peace
5 A world of beauty
6 Equality
7 Family security
8 Freedom
9 Happiness
10 Inner harmony
11 Mature love
12 National security
13 Pleasure
14 Salvation
15 Self-respect
16 Social recognition
17 True friendship
18 Wisdom

Onion model of culture
= Expressions
of values
: observable

Hofstede
• Engineer
• Worked for IBM (HR)
• Tried to find values in different cultures
that he could compare

Exercise
I choose for: I choose for:
Make myself happy Make my family happy

Exercise
Individualist Collectivist
Make myself happy Make my family happy

Individualism – Collectivism
• Looks at whether the interests of the
group or the interests of the individual
prevail in making choices.
– Individualism – Individual’s interests
prevail.
– Collectivism – Group’s interests prevail.

Exercise
Assertiveness Quality of life
Success Personal relationships
Competition Caring
Career possibilities Better for my family
We will tell you our qualities You will notice our qualities

Exercise
Masculine values Feminine values
Assertiveness Quality of life
Success Personal relationships
Competition Caring
Career possibilities Better for my family
We will tell you our
qualities
You will notice our
qualities

Masculinity/Femininity
• The degree to which members of a given
culture consider positive typically
masculine or feminine traits.
– Masculinity : Value competition, “positive
aggression” material gains
– Femininity: Value cooperation, helping
position, affective relationships gains.

Exercise
Adventure Safety
I always try new things to eat. I only eat what I know.

Exercise
Low uncertainty
avoidance
High uncertainty
avoidance
Adventure Safety
I always try new things to eat I only eat what I know.
.

Uncertainty Avoidance
• How do cultures handle their anxiety
regarding the unknown.
– High uncertainty avoidance: unknown
is seen as threatening, thus there is a strong
desire to minimize uncertainty – seen as
dangerous.
– Low uncertainty avoidance: unknown is
seen as manageable provoking less anxiety.

Exercise
I do what my boss tells me what
to do
If I don’t agree with my boss I
will tell him
The teacher knows every thing I will judge whether I believe
what the teacher tells me

Exercise
High power distance Low power distance
I do what my boss tells me
what to do
If I don’t agree with my boss I will
tell him
The teacher knows every
thing
I will judge whether I believe what
the teacher tells me

Power Distance
• How people in a given culture handle
inequality and differences in power.
– High Power Distance: Inequality is
assumed to be normal and just for a
functioning society.
– Low Power Distance: Inequality is
considered undesirable.

Exercise
If I earn money, I spend it on
nice things.
If I earn money, I safe a
considerable amount for later.
I have to act now. Don’t do stupid things and
eventually everything will be
OK.

Exercise
Short term orientation Long term orientation
If I earn money, I spend it on
nice things.
If I earn money, I safe a
considerable amount for later.
I have to act now. Don’t do stupid things and
eventually everything will be
OK.

Hofstede’s 5 Dimensions
1. Collectivism – Individualism
2. Femininity – Masculinity
3. Uncertainty Avoidance (High/Low)
4. Power Distance (High/Low)
5. Long-term orientation – Short-term
orientation
http://www.geert-hofstede.com/

Think from perspective of
organization & of consumer
Organization’s problem:
– Need more money to pay own
employees, suppliers, etc.
– We want to help all refugees, but we
help only a few.
Communication problem:
– Change Know / Feel / Do of receiver.
(= Domino-model of communication
effects)
Problem of receiver
– Fulfilling Wants & Needs
(Maslow’s Pyramid)
– Influenced by values CommunicationKnowledgeCenter 33

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Intro to values and hofstede

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Intro to values and hofstede

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