Edward Hall popularized the idea of high context and low context cultures in the 1980s.

Dissociative reference groups are groups we prefer not to belong to due to their values and attitudes not aligning with our own.

Low context culture values, rules, and social norms are mainly conveyed through contextual cues like body language, social status, and tone, rather than explicitly stated.

This states that attempts made by a communicator to make themselves more like the people they are addressing are noticed and appreciated by the audience.

 In marketing, how might a company effectively engage consumers in a high-context culture?

How might a marketing campaign adapt to effectively engage consumers in a low-context culture?

Which of the following is an informational influence?

• I. Alex consults online reviews before buying a new smartphone, relying on the experiences and opinions of other consumers to inform his decision.

• II. David visits multiple car dealerships and speaks with salespeople to gather information about different models before making a purchase, seeking advice from experts in the field.

• III. Lisa watches tutorial videos on YouTube to learn how to use a particular beauty product effectively before deciding to buy it.

Assimilation is the adaptation to one country’s culture by someone from another country. (Acculturation)

Norm is a standard or pattern, especially of social behaviour, that is typical or expected.