Determinants and Effects of Cultural Context: A Review, Conceptual Model, and Propositions. Issue 2 (15th March 2019)

• Record Type: Journal Article
• Authors: Manrai, Lalita A.; Manrai, Ajay K.; Lascu, Dana; Friedeborn, Stefanie
• Is Part Of: Journal of global marketing. Volume 32:Issue 2(2019)
• Page Start: 67
• Page End: 82
• Publication Date: 2019-03-15
• Subjects: Silent languages -- low-context cultures -- high-context cultures -- cross-cultural marketing -- cultural values; Export marketing -- Periodicals; Marketing -- Periodicals; 658.84
• DOI: 10.1080/08911762.2018.1449599
• Languages: English
• ISSNs: 0891-1762

Abstract

ABSTRACT: Edward Hall's pioneering work on "Silent Languages" of time, space, material possessions, friendship patterns, and agreements and his conceptualization of cultures as low-context and high-context have inspired numerous research studies on international and cross-cultural marketing. Despite these widespread applications, there is no research to date that integrates the theoretical foundations and applications of Hall's work in a single study. In this context, the current research delivers on the following three goals: (a) an extensive literature review of Hall's work on cultural context is done; (b) a conceptual model is developed that depicts the determinants and effects of cultural context; and (c) 12 propositions are developed, contrasting the effect of low- versus high-context cultures on a variety of cultural themes, such as Hofstede's five cultural dimensions, mono-chronic or M-time versus polychronic or P-time orientation, and relationship building etc. International marketing implications of this research and directions for future research are discussed.