a thesis submitted for the degree of bachelor of european

The Hague University of Applied Sciences Emy Kartomo

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A thesis submitted for the degree of Bachelor of European Studies

The importance of culture in the differences in perceived effectiveness of

advertisements between Surinamese and Dutch individuals in the Netherlands

Emy Kartomo, 15042197, ES4

Supervisor: Mr. van Weperen

Date of completion: March 5, 2019

The Hague University of Applied Sciences

Faculty of Management & Organisation

European Studies

Word count: 15.758


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Executive Summary The purpose of this report is to document research at The Hague University of Applied Sciences

(THUAS) on the topic of the importance of culture in the differences in perceived effectiveness of

advertisements between Surinamese and Dutch individuals in the Netherlands.

The researcher came up with this topic, because of the experienced misunderstandings that occurred

within the researcher’s environment. On top of that, the mix of marketing and culture has always

been of the researcher’s personal interest. This research contains the main question ‘What is the role

of culture in the differences of perceived effectiveness of advertisements between the Surinamese

and Dutch individuals in the Netherlands?’ In order to come to a conclusion, the following sub

questions proved to be useful:

1. What is effective advertising?

2. What are the cultural profiles of the Surinamese and the Dutch?

3. How do the responses of the Dutch and Surinamese on the showed advertisement differ?

To get an idea how both Surinamese and Dutch individuals within the Netherlands are influenced by

their culture while viewing advertisements, the decision has been made to use the AIDA model as

advertising theory, and Trompenaars cultural theory. After an extensive comparison and reflection,

and with the help of a comparison table and an organizational table, these theories have been

proven to be the most suitable for this research. In addition to the theories, the choice has been

made to carry out a questionnaire as well. The questionnaire was published online and was handed

out on paper. In total, 50 respondents filled in the questionnaire. Since the number of respondents

was not equally divided, 70% of the respondents were born in the Netherlands, thus 30% were born

in Surinam, and it is considered as a limitation to this research. However, despite this limitation, this

report revealed valuable insights. The results of the questionnaire have been compared with both

the advertisement as the cultural theory and showed that 6 out of the 7 dimensions of Trompenaars

cultural theory matched with the Surinamese, and only 3 out of 7 with the Dutch respondents.

Therefore, it can be concluded that culture does play a significant role in the perceived effectiveness

of advertisements, especially among the Surinamese in the Netherlands.

Therefore, the recommendation is to execute a follow up research on how businesses can address a

multicultural society more effectively through advertisements. Due to the fact that advertising is the

main channel of businesses communicating towards their customers, and the number of

multicultural societies is increasing, further research is highly recommended. This has not been done

in this research, since it would be preferable to write such a report in commission of a company.


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Table of content

PREFACE ........................................................................................................................................................... 4

1. INTRODUCTION ............................................................................................................................................ 5

1.1. BACKGROUND OF THE STUDY .............................................................................................................................. 5 1.2. PROBLEM STATEMENT ....................................................................................................................................... 7

2. THEORETICAL FRAMEWORK ....................................................................................................................... 10

2.1 INTRODUCTION ............................................................................................................................................... 10 2.1. CULTURAL THEORIES........................................................................................................................................ 10

2.1.1. Hofstede’s Cultural Dimensions Theory ............................................................................................. 11 ..................................................................................................................................................................... 11 2.1.2. Hall’s Cultural Factors Theory ............................................................................................................ 12 2.1.3. Trompenaars’ Seven Dimensions of Culture ...................................................................................... 13 ..................................................................................................................................................................... 13

2.2. CULTURAL THEORY COMPARISON TABLE .............................................................................................................. 15 2.2.1. Selection and explanation cultural theory comparison table ............................................................ 16

2.3. OPERATIONALIZATION TABLE............................................................................................................................. 18 2.4. ADVERTISEMENT THEORIES ............................................................................................................................... 20

2.4.1. The AIDA Model by E.K. Strong .......................................................................................................... 20 2.3.2. The Facets Model of Effects ............................................................................................................... 21 2.4.3. The 7 Salient Features Model by Smriti Chand .................................................................................. 25

2.5. ADVERTISEMENT THEORY COMPARISON TABLE ...................................................................................................... 27 2.5.1. Selection and explanation advertisement comparison table ............................................................. 28

2.6. OPERATIONALIZATION TABLE AIDA MODEL ........................................................................................................ 30

3. METHODOLOGY ......................................................................................................................................... 31

4. RESULTS ..................................................................................................................................................... 34

4.1. INTRODUCTION .............................................................................................................................................. 34 4.2. WHAT IS EFFECTIVE ADVERTISING? ..................................................................................................................... 34 4.3. WHAT ARE THE CULTURAL PROFILES OF THE SURINAMESE AND DUTCH? .................................................................... 36 4.4. HOW DO THE RESPONSES OF THE DUTCH AND SURINAMESE ON THE SHOWED ADVERTISEMENTS DIFFER? ......................... 39

5. ANALYSIS .................................................................................................................................................... 45

5.1. INTRODUCTION .............................................................................................................................................. 45 5.2. FINDINGS ...................................................................................................................................................... 45 5.3. RELIABILITY ................................................................................................................................................... 46 5.4. CREDIBILITY ................................................................................................................................................... 46 5.5. VALIDITY ....................................................................................................................................................... 46

6. CONCLUSION AND RECOMMENDATIONS ................................................................................................... 47

6.1. CONCLUSION ................................................................................................................................................. 47 6.2. RECOMMENDATION ........................................................................................................................................ 48

8. REFERENCES ............................................................................................................................................... 49

8.1. INTERNET SOURCES ......................................................................................................................................... 49 8.2. BOOKS ......................................................................................................................................................... 54

9. APPENDICES ............................................................................................................................................... 56

9.1. APPENDIX 1: CULTURES & ADVERTISEMENTS QUESTIONNAIRE INCLUDING ADVERTISEMENT EXPLANATION ....................... 56 9.2. APPENDIX 2: PROCESSED RESULTS QUESTIONNAIRE ............................................................................................... 64

9.2.1. Sheet 1: Codebook ............................................................................................................................. 64 9.2.2. Sheet 2: Datamatrix ........................................................................................................................... 65 9.2.3. Sheet 3: Frequency and pivot tables .................................................................................................. 66

9.3. APPENDIX 3: STUDENT ETHICS FORM ................................................................................................................. 70


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Preface Before you lies the dissertation ‘The importance of culture in the differences in perceived

effectiveness of advertisements between Surinamese and Dutch individuals in the Netherlands’. It

has been written to fulfil the graduation requirements of the European Studies program at The

Hague University of Applied Sciences (THUAS). I was engaged in researching and writing this

dissertation from September 2018 to March 2019.

During the writing of my dissertation, I found support and motivation with my supervisor Mr. van

Weperen.

Finally, I wish to express my thanks to the great support I have received from my family and friends,

who helped me staying positive and motivated during this entire period.

I hope you enjoy your reading.

Emy Kartomo

The Hague, March 5, 2019.


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1. Introduction 1.1. Background of the study One of the most well-known elements within marketing, are the

4 P’s in the marketing mix. It is the set of tactical marketing tools,

product, price, place, and promotion that the firm blends to

produce the response it wants in the target market (Kotler &

Armstrong, 2018, p.671). It refers to the set of actions, or tactics,

that a company uses to promote its brand or product in the

market (Economic times, n.d.).

Figure 1: the marketing mix

One of the four P’s is ‘promotion’. The promotion mix is

the specific blend of promotion tools that the company

uses to persuasively communicate customer value and

build customer relationships (Kotler & Armstrong, 2018,

p.673).

Figure 2: the promotional mix

Next to personal selling, sales promotion and public relations, forms advertising one of the main

elements of the promotion mix (Sai, n.d.). He also claims that, advertising is in general, the most

known communication aspect of the promotional mix.

‘In marketing management, advertising is regarded as one element of the promotional mix, a

management tool defined by its explicitly promotional, mediated and paid-for character, and

differentiated from other marketing communications disciplines such as public relations, personal

selling, sales promotion and so on.’ (Hackley, 2005, p.7). Also, the Economic Times presents a similar

definition of advertising: ‘A means of communication with the users of a product or service.

Advertisements are messages paid for by those who send them and are intended to inform or influence

people who receive them.’ (The Economic Times, n.d.).

Advertising goes way back as it can be traced back in ancient Babylonia, Greece and Rome, in the form

of simple images on walls and stores. Advertising changed during the Renaissance when images

changed into literacy. Technological and social change speeded up in the late 1700s with the Industrial

Revolution. Along with mechanization, came the new communication media, such as catalogues and

magazines (Moriarty, Mitchell & Wells, 2009, p. 53).


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Nowadays, it is even more compound since the channels for advertising available, such as social media,

have increased. According to Grece, a European analyst, the expenses of online advertising for the

European countries was 36.4 billion euros in 2015, an increase of 13% compared to the total of the

Union’s 32.1 billion in 2014 (Grece, 2016, p. 9). The online statistics, market research and business

intelligence portal, Statista, also provided an indication of the expenses of advertising in 2018 in the

Netherlands of approximately 3662 million euros (Statista, 2018). Also, the amount of advertisements

is increasing from approximately 500 advertisements a day in the 1970’s to as many as 5,000 a day

today (Johnson, 2006). Despite these high expenses on advertisements, this is not a guarantee that all

advertisements reach their customers and leave a good impression behind. Certainly not when a

country consists out of multiple cultural groups with each its own values and vision, which is the case

in the Netherlands. Culture is ‘the way of life, especially the general customs and beliefs, of a particular

group of people at a particular time.’ Or ‘The way of life of a particular people, especially as shown in

their ordinary behaviour and habits, their attitudes toward each other, and their moral and religious

beliefs.’ Cambridge Dictionary (n.d.).

According to Wolfestone, a multicultural society has proven that it offers an abundance of benefits,

such as in businesses, where globalization created a diverse culture on the workplace that helped

businesses help understand how to reach wider markets (December, 2010). Not only in the field of the

working place, but also different cuisines, forms of music and cultural celebrations have given other

perspectives of looking at daily life, as FSGV, a non-profit community counselling organization, states

(June, 2018). However, multicultural societies also come with its complexities. This can be seen in

simple and daily situations, such as discussions in multiple newspapers (Valkenberg, 2011, Metro,

2018). This shows that this phenomenon is evident in simple and daily situations, let alone in less

investigated areas, such as advertising.


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1.2. Problem statement

One of the main limitations of advertising is that it is a challenge that it is not target segment specific

(Moriairty, Mitchell & Wells, 2009, p.201). One advertisement that is broadcasted will reach a large

culturally diverse audience. It could therefore happen that one segment might be attracted to a value

proposition where another segment is not attracted at all. It is therefore interesting to investigate the

effectiveness of advertisements in the Netherlands. The choice of including Surinamese individuals is

because of the fact that the Surinamese form one of the largest ethnic group within the Netherlands

(CBS, 2016). For this research, the researcher was interested which factors of an advertisement are

effective on Surinamese and Dutch individuals to assess whether people’s origin creates a different

opinion towards a good advertisement. The researcher has looked at individuals with a Surinamese

origin and individuals with a Dutch origin. In order to provide new primary information, a questionnaire

has been conducted.

The primary objective of advertising is to let people know that a business has something exciting to

offer, says George Felton, author of ‘Advertising: Concept and Copy.’ It is the expansion of an existing

platform of services for a business. Advertising also helps to raise awareness with which customers

were unfamiliar with before. It is the main primary information channel that has to make a good

impression towards its customers. Since an impression can only be made once, it is of high importance

to execute this properly (Hamlett, 2018). Therefore, the focus is upon advertising, and not on other

marketing channels such as catalogues or websites.

The aim is to determine whether the similar advertisements are regarded to be effective or not by

potential customers with a different cultural background, namely Surinamese and Dutch.

There is currently ample research on advertising (Waart, P. van & Mulder, I.J., 2009; Vogel, Trudy de,

2007; Baaij, Fleur de, 2014). However, no research has been reported on the effect of culture on

advertisements among Dutch and Surinamese inhabitants within the Netherlands. In this research,

the choice has been made to focus on culture. Besides the personal interest in culture, businesses

may have an advantage as well. According to Washington Post, communities vary greatly across

countries and is rapidly changing (Keating & Karklis, 2016). Due to the fact that communities and its

cultures is an always changing phenomena, businesses may feel the need to adapt on these changes

as well. When a company does not go along with the changed demands of a community, the

community may lose its interest and the company may lose its customers. Therefore, culture is the

most interesting element for this investigation. Other factors such as age, lifestyle, income, or other

factors that can influence a customers’ attention to advertising, are not being focused on, because


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these factors are regarded as less important. Cultures are becoming more multicultural and diverse.

According to CBS, the Dutch population is increasing due to migration (CBS, 2017). Also, the amount

of advertisements is increasing from approximately 500 advertisements a day in the 1970’s to as

many as 5,000 a day today (Johnson, 2006). A market research firm, commissioned by the New York

Times, investigated the amount of seen advertisements per day as well and came with a similar

conclusion that ‘a person living in a city 30 years ago, saw up to 2,000 ad messages a day, compared

with up to 5,000 today (Story, 2007).

Lastly, the choice has been made to focus on the Dutch and Surinamese inhabitants in the Netherlands,

since the high number of Surinamese individuals vested in the Netherlands. According to CBS, this

number has been increasing up to present.

As can be seen in the graphic, the number of

Surinamese in the Netherlands accounted for 87.474

in 1975, as it was 348.662 in 2015 (CBS, 2015). Lastly,

the fact that Surinam has been an important colony

for the Netherlands, where the Dutch influence is still

evident in Surinam, such as the official language,

makes the Surinamese and Dutch communities of a

personal interest as well.

Figure 3: population with Surinamese origin in the Netherlands

Therefore, a research on effective advertising on a multicultural society is needed. Whereas there are

more types of individuals with different views and opinions, all of these must be taken into account.

The above-mentioned statements have led to the subject of this research. This has led to the following

central question: ‘What is the role of culture in the differences of perceived effectiveness of

advertisements between the Surinamese and Dutch individuals in the Netherlands?’

In order to come to a conclusion, the following sub-question will help answering the central question:

- What is effective advertising?

- What are the cultural profiles of the Surinamese and Dutch?

- How do the responses of the Dutch and Surinamese on the showed advertisements differ?

In chapter 2, the theoretical framework can be found. In this chapter, a comparison of the

advertisement theories and cultural theories, together with the way of how the theories are being

applied in practice by means of operationalization tables can be found.


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This is followed up by the methodology that contains a critical evaluation and justification of the

chosen methods and why the chosen method is the best option.

In the fourth chapter, the results of the questionnaire, in combination with the AIDA model and

Trompenaars cultural theory will be covered.

Fifthly, the analysis discusses the quality of information of the previous chapter and discusses the

reliability, credibility and validity.

The conclusion is the following and final chapter where an answer on the central question is being

given. This chapter elaborates on the steps taken, that led to the conclusion. Also, the new insights are

being shown.


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2. Theoretical framework 2.1 Introduction

This chapter provides a structured overview of all the references used to form the primary data.

‘Theorizing allows one to use one’s imagination to move from the abstract to the concrete. One can

compare and combine ideas and speculate on new ways of understanding advertisements.’ (Hackley,

p. 32). Therefore, this theoretical framework will guide the research. The theoretical framework in this

chapter is required to understand the decision made, through which scope the researcher takes

cultural differences into account. Firstly, three cultural theories that are crucial for the analysis will be

explained. Then, a comparison between the three advertisement theories are shown in order to find

out which theory is the most suitable framework for the results in order to create interest of the

readers.

The second part of this theoretical framework covers the advertisement theories. It shows through

which scope the researcher investigates one’s perception on advertisements. Three advertising

theories are displayed that are crucial for the analysis. This will also be followed up by a comparison

between the three advertising theories in order to find out which theory is the most suitable

framework for the results.

Based upon the chosen advertisement theory and the chosen cultural theory, the analysis will identify

the aspects an advertisement needs in order to create interest of the readers.

2.1. Cultural theories The following three cultural theories will be examined:

- Hofstede’s Cultural Dimensions Theory

- Hall’s Cultural Factors Theory

- Trompenaars’ model of National Culture Differences


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2.1.1. Hofstede’s Cultural Dimensions Theory

Hofstede’s study led to five cultural dimensions:

Power distance, individualism/collectivism,

masculinity/femininity, uncertainty avoidance and

long-term/short-term orientation (Hofstede, n.d.).

Figure 4: Hofstede’s cultural dimension

1. PDI: Power distance is defined as ‘the extent to which the less powerful members of institutions

and organizations within a country expect and accept that power is distributed unequally.’

(Hofstede, 2005, p. 46). Institutions are the basic elements of society, such as family and

school. Organizations are the places where people work.

According to Hofstede, people in a high-power distance society, accept a hierarchical order in

which everybody has a place, and which needs no further justification. People in low power

distance societies, strive to equalise the distribution of power and demand justification for

inequalities of power. China is an example of a high-power distance society (Hofstede, 2017).

2. IDV: ‘Individualism pertains to societies in which the ties between individuals are loose:

everyone is expected to look after himself or herself and his or her immediate family.

Collectivism as it opposite pertains to societies in which people from birth onward are

integrated into strong, cohesive in-groups, which throughout people’s lifetimes continue to

protect them in exchange for unquestioning loyalty.’ (Hofstede, 2005, p. 76). An example of an

individualistic country are the United States and Bulgaria (Ramamoorthy, 2010).

3. MAS: ‘A society is called masculine when emotional gender roles are clearly distinct: men are

supposed to be assertive, tough, and focused on material success, whereas women are

supposed to be more modest, tender, and concerned with the quality of life.’ (Hofstede, 2005,

p. 120) And continues its definition with: ‘a society is called feminine when emotional gender

roles overlap: both men and women are supposed to be modest, tender, and concerned with

the quality of life.’

Japan is an example of a masculine country, whereas Scandinavian countries are considered

feminine (Hofstede Insights, n.d.).

4. UAI: ‘The extent to which the members of a culture feel threatened by ambiguous or unknown

situations.’ (Hofstede, 2005, p. 167). This feeling is, among other things, expressed through

nervous stress and in a need for predictability. Countries with a high uncertainty avoidance

are for example Peru and Argentina. Countries with a low uncertainty avoidance maintain a

more relaxed attitude in which practice counts more than principles, and the need for rules is

minimal (Hofstede, 2017).


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5. LTO: ‘The fostering of virtues oriented toward future rewards, in particular, perseverance and

thrift.’ (Hofstede, 2005, p. 210). As it continues to define the opposite pole, short-term

orientation as: ‘the fostering of virtues related to the past and present, in particular, respect

for tradition and fulfilling social obligations.’ Asian countries such as Japan and China are

known for their long-term orientation. Morocco is a short-term oriented country.

2.1.2. Hall’s Cultural Factors Theory

Edward hall was an anthropologist who worked on American-Indians and he noticed different ideas

between cultures, about interpersonal relationships, attitudes about time and attitudes about

personal space in particular (Lebauer, 2010).

1. High context versus low context

According to Hall, in high context cultures, non-verbal communication is key. The message

implies in a more indirect method and much is taken for granted. Examples of high-context

cultures are the cultures of Spain, Italy and Japan.

In low context cultures ideas are expected to be outspoken very straightforward. Most of the

things require explanation and written instructions and documents are of a higher value in

negotiations. Example of countries with low-context cultures are Germany, USA and

Scandinavia.

2. Monochronic time versus polychronic time

Hall also claims that, individuals in a monochronous society, usually do one thing at a time.

Careful planning and scheduling are often present and members of monochronous cultures

often have difficulties with starting something new when they still have not finished another

activity. Examples of monochronic countries are Germany, USA and Scandinavian countries.

Polychronous cultures human interaction is valued over time and material things. Punctuality

is not important in these cultures. More attention is paid to human relations. Such cultures are

present in Latin America and the Middle East.

3. High territoriality versus low territoriality

Another claim of Hall is that in low territoriality individuals have less ownership of space and

boundaries are less important to them. They are ready to share territory with little thought.

Individuals from high territoriality cultures, tend to show more concern for ownership. They

seek to mark up their possession (Hall, 2002).


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2.1.3. Trompenaars’ Seven Dimensions of Culture

David Trompenaars’ model was published in his book

‘Riding the Waves of Cultures’ in 1997. It has 7

cultural dimensions that are created with the

intention of working more effectively with people

from different cultures (BBC, n.d.).

Figure 5: Trompenaars cultural dimensions

1. Universalism vs. Particularism: what is more important, the rules or exceptions based on

relationships?

Trompenaars starts with the first dimension ‘universalism and particularism’. Universalism is

the belief that

Juxtaposes the value orientations which emphasize the importance people place on adhering

to rules and regulations with that of allowing exceptions based on relationships (Trompenaars,

p.212).

Cultures with high universalism see one reality and focus on formal rules. They are more

precise when defining contracts and tend to define global standards for company policies and

human resources practices (Binder, 2007). High universalism is found in countries such as USA,

UK, and Germany. High particularism is found in countries such as Singapore and Indonesia.

Trompenaars further states that, within more particularistic cultures, reality is seen as more

subjective and people place a greater emphasis on relationships. In businesses, contracts can

be adapted to satisfy new requirements in specific situations (Binder, 2007). Countries that

have high particularism include Indonesia, China and South Korea.

2. Individualism vs. Communitarianism: do we function in a group or as individuals?

Individualism and communitarianism form the second dimension Trompenaars mentions, and

refers to people regarding themselves as individuals, while communitarianism refers to people

regarding themselves as part of a group. Generally, team members with individualist mind sets

see the improvements to their groups as the means to achieve their own objectives. By

contrast, the team members from communitarian cultures see the improvements to individual

capacities as a step towards the group prosperity (Binder, 2007).

Countries with high communitarianism include China. Typical individualistic countries are,

among other countries, The United States, The United Kingdom and The Netherlands.


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3. Neutral vs. Emotional: how do we express our emotions?

Trompenaars explains that a neutral culture is a culture in which emotions are held in check

whereas an emotional culture is a culture in which emotions are expressed openly and

naturally. Neutral cultures are Japan and the UK. High emotional cultures are the Netherlands,

Mexico and Italy. In emotional cultures, people often smile, talk loudly when excited and greet

each other with enthusiasm.

4. Specific vs. Diffuse: how separate do we keep our private and working lives?

According to Trompenaars, a specific culture is one in which individuals have a large public

space they readily share with others and small private space guard closely and share with only

close friends and associates. A diffuse culture is one in which public space and private space

are similar in size and individuals guard their public space as well.

5. Achievement vs. Ascription: do we have to prove ourselves to receive status, or is it given to

us?

Trompenaars follows with the explanation that, in an achievement culture, people are

accorded status based on how well they perform their functions. In an ascription culture,

status is based on who or what a person is. Achievement cultures include the US, Austria and

the UK. Ascription cultures are Venezuela, Indonesia and China.

6. Sequential vs. Synchronic: do we focus on our heritage, the present day or what will come

tomorrow?

A sequential time culture is the one in which the people like events to happen in a

chronological order. The punctuality is very appreciated, and they base their lives in schedules

and clear deadlines. In this kind of cultures time is very important and they do not tolerate the

waste of time. In synchronic cultures, people are more flexible with the distribution of time

and commitments (Trompenaars, 1997). Binder adds that people from synchronic cultures can

do work in parallel, and follow schedules and agendas loosely, taking the priorities of the

individual tasks being performed as a major rule (Binder, 2007).

7. Internal vs. External control: do we control our environment, or are we controlled by it?

The last dimension of Trompenaars’s model, can be summarized by asking ‘do we control our

environment or are we controlled by it?’ In an internal direction culture, people believe that

they can control their environment to achieve their goals. Examples of such countries include

the USA, the UK and Australia.

People living in an external direction culture, people believe that they must work with their

environment to achieve their goals. Examples of external direction cultures include China and

Saudi Arabia.


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2.2. Cultural theory comparison table Table 1: Cultural theory comparison table

DIMENSIONS THEORIES

KEY FEATURES HOFSTEDE HALL TROMPENAAR

Power distance

The extent to which the lower ranking

individuals of a society accept and expect

that power is distributed unequally.

Individualism/collectivism

Individualism: favouring freedom of action

for individuals over the collective.

Collectivism: Favouring the interest of the

group over the interest of the individual.

Masculinity/femininity

Masculinity: possession of the qualities

traditionally associated with men;

assertive, tough, material success.

Femininity: possession of the qualities

traditionally associated with women:

modest, tender quality of life.

Uncertainty avoidance

The extent to which the members of a

culture feel threatened by ambiguous or

unknown situations.

Short/long-term

orientated

Short-term orientation: Focused on the

present.

Long-term orientation: Focused on the

future.

Territoriality

The extent to which individuals find space

and boundaries important.

Neutrality/emotionality

The extent to which a culture holds in or

expresses openly their emotions.

Controllability

The extent to which a society beliefs

whether the environment controls them or

they are in control.

Total green points 5 3 7

Most suitable theory

outcome

Trompenaars


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2.2.1. Selection and explanation cultural theory comparison table The evident coherence between the seven dimensions has been playing a major role in opting for

this theory. The dimensions are connected with each other, so that there is no ‘gap’ or missing

aspect during analyzing culture. However, Trompenaars’s model has been chosen mainly because of

its comprehensiveness. Compared with Hall’s and Hofstede’s theories, Trompenaars’s theory

contains the most extensive range of useful information. His theory covers seven great aspects of

cultures, where five dimensions cover the ways in which individuals deal with each other, one which

deals with the environment and one which deals with time. In contradiction to Hofstede’s theory

that covers five dimensions, and Hall’s theory only three dimensions.

Power distance, which is the extent to which less powerful members accept unequally distributed

power, is the first dimension in the comparison table. This dimension is only included in Hofstede’s

theory. The fact that this dimension is only covered in one of the three theories, makes this

dimension seem less important in analyzing cultures.

Individualism versus collectivism is the second dimension in the comparison table and are covered in

Hofstede’s and Trompenaars’s theories. Both theories refer to the different views of cultures that

view themselves as individuals or as a part of a greater group. However, in Trompenaars’s theory, it

is called ‘Individualism versus Communitarianism’. The content of these two dimensions is, despite

the different names, the same.

Masculinity versus femininity is also covered only by Hofstede and Trompenaars. However, this

dimension is called ‘achievement versus ascription’ in the theory of Trompenaars. Trompenaars sees

a masculine culture as an achievement culture and a feminine culture as an ascription culture.

Uncertainty avoidance is a dimension that all three theories cover. The fact that this dimension is

covered in all three theories, is notable and makes the uncertainty avoidance an important

dimension within a culture. Hall named this dimension ‘high context versus low context’, with the

main characteristics of verbal and non-verbal communication. According to Hall, high context

cultures value non-verbal communication while low-context cultures find straightforwardness

important. Trompenaars also covers a comparable dimension, but with a different name, namely

‘universalism versus particularism’, where high universal cultures focus on formal rules and high

particularistic cultures value relationships and oral agreements instead of written contracts.


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Short-term orientation versus long-term orientation is a dimension that is covered in all the three

theories as well. It is the last dimension in Hofstede’s theory where he explains that long-term

orientated cultures are oriented toward the future and short-term orientated culture feel more

related to the present and even the past. Hall calls this dimension ‘monochronic time versus

polychronic time with the focus on individuals executing tasks simultaneously or one thing at a time.

He claims that monochronous societies, value careful planning and scheduling, while polychronic

cultures value human interaction over time and material things. Lastly, Trompenaars’s theory calls

this dimension ‘sequential versus synchronic.’, where a sequential time culture value punctuality and

deadlines and that in synchronic cultures, people are flexible with the distribution of time.

Territoriality is a dimension that is called in every theory, except in Hofstede’s theory. It is the third

and last dimension in Hall’s theory with the name ‘high territoriality versus low territoriality.’ As the

name already says, high territoriality individuals show a lot of concern for ownerships, while low

territoriality individuals do not find a lot of ownership important. Trompenaars’s comparable

dimension is called ‘specific versus diffuse’ and explains that a specific culture prefers having a large

public space, they are willing to share with others. In a diffuse culture, the public and private space

are similar in size but the willingness to share with others is minimal.

The dimension ‘Neutral versus emotional’ is the third dimension in Trompenaars’s theory and the

only theory that covers this dimension. Trompenaars explains that this dimension is mostly about the

extent to which a culture expresses its emotions in public (emotional), or rather keeps the emotions

for itself (neutral).

‘Internal control versus external control’ is the last dimension in the cultural theory comparison table

as well as the last one in Trompenaars’s theory. The main question Trompenaars asks in this

dimension is if the society controls the environment or if the society is controlled by it. The internal

culture believes that the have the ability to control their surroundings in order to achieve their

desired goal. In contrary to the external culture, that believe that hard work is the only way to

achieve their goals.


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2.3. Operationalization table Table 2: Trompenaars operationalization table


19


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2.4. Advertisement theories

The following three advertisement theories will be examined:

- The AIDA Model by E.K. Strong

- The Facets Model of Effects

- The 7 Salient Features of a Good Advertisement Copy Model by Smriti Chand

2.4.1. The AIDA Model by E.K. Strong According to Hackley, the Awareness Interest Desire Action model assumes that consumers will go

through a linear, sequential process before purchasing the

product (Hackley, 2005, p.219). This model claims that the

consumer is moved along a linear continuum from

unawareness to awareness. After that, interest is obtained and

desire for the brand aroused. Finally, the consumer is stirred

into action in the form of a purchase. Each step in the process

is necessary for the following step.

Figure 6: The AIDA model

Step 1: Awareness: Firstly, the attention of the potential consumer must be gathered. Attention or

awareness is created when the consumer recognizes a need for a product. Therefore, the goal of the

advertisements at this stage is to activate or stimulate this need. This can be done through a notable

typography or by using bright colours on the advertisement.

Step 2: Interest: In this second stage, interest must be aroused. The goal is to create interest with the

consumer. Interest is created when the consumer starts looking up information about the product,

they think they need. The aim is to point out the positive aspects of the advertised product or brand.

Therefore, the goal of the advertisements at this stage is to help the search process by providing

information and making it easy to find and remember.

Step 3: Desire: The third step transfers interest into a desire or preference for the advertised product.

The advertisement focuses on convincing the consumer of the product being valuable. Advertisements

are important in this process, because it helps sort out products on the basis of tangible and intangible

features.


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Step 4: Action: The last step in the AIDA model is Action. The goal of this step is for the consumer to

purchase the product. The consumer must have the opportunity or the occasion to come into action

and buy the product. The goal of the advertisement is to provide information for the consumer, where

the consumer can purchase the product (Strong, 1925).

However, this model has received a major criticism that it only represents high-involvement purchases.

Many purchases are done spontaneously and do not engage consumers in this process (Moriarty,

Mitchell & Wells, 2009, P.196).

2.3.2. The Facets Model of Effects The Facets Model of Effect explains how and why consumers react to advertising. According to the

facets model of effects, an effective advertisement

creates six types of consumer responses: see/hear,

feel, think/understand, believe, connect, and lastly

act/do. This model calls these effects ‘facets’, which

are in fact ‘polished surfaces’ and makes a comparison

with the facets of a diamond that come together to

make up a unique customer response to an advertising

message Moriarty, Mitchell & Wells, 2009, p. 154).

Figure 7: The facets model of effects

An effective message has a diamond like quality that represents how the message effects work

together to create the desired consumer response. Also, the effects can vary in importance, with

certain advertising campaigns focused on one facet more and less on another facet.

Facet 1: See/Hear: the perception facet

Consumers all have selective perception and therefore choose on what they want to pay attention to.

Perception is the process by which we receive information through the five senses and assign meaning

to it (Moriarty, Mitchell & Wells, 2009). An advertisement is effective when it gets noticed, even if the

perception is below the level of awareness. Consumers are nowadays exposed to a great amount of

advertisements which makes it harder to stand out from another. To maximize interest,

advertisements implement various tactics from comedy to sex appeal to draw viewers.

According to this model, perception is driven by the following drivers:

- Exposure: whether a marketing communication message is being seen or heard;


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- Selection and attention: the process by which a receiver of a message chooses to attend to a

message;

- Interest and relevance: which means the receiver of the message has become mentally

engaged with the advertisement and the product;

- Awareness: awareness results when an advertisement makes an impression;

- Recognition: means that people remember seeing the advertisement and therefore recall

what the advertisement said, which is mostly done and relies on simple visuals such as logos

and colours.

Facet 2: Feel: the affective or emotional facet

Affective responses mirror one’s feelings about something and is driven by emotion. ‘Our emotional

responses to a message determine whether or now we pay attention.’ (Plessis, 2008, p.157). The key

task of an advertisement is initially to evoke an emotional response or connection at the consumer

with the advertised product or brand.

Also, affective responses are driven by certain drivers, which are the following:

- Wants: wants implies desire and are driven by emotion and based on wishes, longings and

cravings. An example of this is impulse buying;

- Feelings: Advertisements that rely on feelings are referred to as using emotional appeals.

One’s passion and feelings are addressed in a number of ways in advertising, such as fear or

love;

- Liking: Liking reflects the personality of the brand or the entertainment power of the

advertisement’s execution. When one likes the advertisement, a positive feeling will be linked

to the brand. On the opposite of liking is aversion, which means people avoid buying from a

brand because they dislike the advertisements;

- Resonate: Resonance is the feeling that the message is true. Resonance is therefore stronger

than liking because it involves an element of self-identification. These sympathetic vibes

increase the emotional impact by engaging a personal connection with a brand.

Facet 3: Understand: the cognitive facet

Cognition refers to how consumers search for and respond to information, as well as how one learns

and understand something.

The model explains that cognitive responses are driven by the following drivers:

- Need: Needs refers to the cognitive impact of a message that describes something lacking in

consumers’ lives. Advertisements are addressing consumer needs through cognitive

advertisements that explain how a product works and what benefits it offers;


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- Cognitive learning: occurs when a presentation of facts, information and explanation leads to

understanding. For example, a consumer who is trying to find information about a product

before they buy it;

- Differentiation: the consumer’s ability to separate one brand from another in the same

product category. Distinguishing competing brands is what happens when consumers

understand the explanation of a competitive advantage;

- Recall: When one recalls the advertisement message, one does not solely remember seeing

the advertisements and the brand. The information provided about the brand is being

remembered as well.

Facet 4: Connect: the association facet

Association is the technique of communicating through symbolism and is the primary tool used in

brand communication. It is the process of learning to make symbolic connections between a brand and

the desired characteristics and qualities that cue the brand’s image. This is a three- way process:

The brand relates (1) to a quality (2) that customers value (3) (Moriarty, Mitchell & Wells, 2009, p.162).

According to this model, association is driven by the following drivers:

- Symbolism: A brand takes through association a symbolic meaning, which means the brand

stands for certain qualities;

- Conditioned learning: Conditioned learning is a group of thoughts and feelings become linked

to the brand through repetition of the message;

- Transformation: Means a product takes on meaning when it is transformed from a mere

product into something special. It becomes differentiated from other products because of its

brand image symbolism.

Facet 5: Believe: the persuasion facet

Consumer will only be persuaded to undertake action when they believe in the message of the given

content. Persuasion is the conscious intent on the part of the source to influence or motivate the

receiver of a message to believe or do something (Moriarty, Mitchell & Wells, 2009, p.163).

According to this model, persuasion is driven by the following drivers:

- Motivation: Motivation is the idea that something, such as the desire to be beautiful, makes a

person act in a certain way. This sets up a state of tension, and the product becomes a tool in

achieving that goal and thus reduces the tension;

- Influence: Persuasion is created by influence. Influences from others, such as family and friend

or opinion leaders. Advertisements do this by suggesting that ‘everyone else’ is buying the

product, or doing a certain activity as well;


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- Involvement: Involvement refers to the degree to which you are engaged in attending to an

advertisement and the process you go through in responding to a message and making a

decision about a product. High involvement products are considered purchases that generate

a more intense level of engagement, such as computers. An example of a low involvement

products is an aspirin or milk;

- Conviction: Effective persuasion results in conviction, which means consumers agree with a

persuasive message and achieve a state of certainty or belief about a brand;

- Preference and intention: When a consumer has the preference or intention to buy a product

from a certain brand, they are motivated by conviction. Intention can be increased with reward

strategies such as sale pricing or gifts;

- Loyalty: Brand loyalty is a response to brand communication that crosses over between

thinking, feeling, and doing. It is a response that is built on customer satisfaction.

Facet 6: Act: the behaviour facet

According to Moriarty, Mitchell & Wells, behaviour can involve different types of action in addition to

trying or buying the product. The goal is to get people to behave in various ways. For example, trying

a brand or visit the store.

Behavioural responses are driven by the following drivers:

- Try: Trial is important for new products and expensive products because it lets a customer use

the product without committing initially to a purchase which decreases the ‘risk’. An example

of a trial is a sample. When the consumer is satisfied with how the trial is going, the chance is

evident, that they want to purchase the full version;

- Buy: Buying is in the most cases the main objective of an advertisement. It is the call to action

at the end of the advertisement;

- Contact: Responding by contacting the advertiser can be an important sign of effectiveness.

Initiating contact is also valuable to maintain brand relationships by creating opportunities for

customer-initiated dialog, such as suggesting contacting the company;

- Advocate and refer: Advocacy is speaking out on a brand’s behalf and referring to it when

someone asks for a recommendation. The impact of referrals can be even more persuasive

than advertising itself.


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2.4.3. The 7 Salient Features Model by Smriti Chand

The advertisement copy refers to the written contents of the advertisement including its text and head

line. It can be referred to as the heart of advertising. Advertisement copy means the total structure

relating to the message which the advertiser wants to convey by using any medium of advertisement.

The advertisement copy should be prepared in such a way that will leave an everlasting impression on

the reader. The reader should not only read but understand and believe the content given in the

advertisement. The 7 features of an effective advertisement, according to Smriti Chand’s model are:

1. Simple: The text needs to be written in simple language. The capability of proper

understanding should be present and ornamental or though words cannot be used;

2. Capable of holding the reader’s attention: The advertised must be presented in such a manner

which immediately attracts the consumer immediately;

- Headlines should be properly worded an attractive. It should be short and easy for the reader to

remember;

- Use of pictures and sketches should be in direct relation to the product to be advertised;

- Attractive borders may be inserted around the key words and leaving blank space at the bottom of

the copy are also helpful in drawing the reader’s attention;

- Quoting the price of the product in the advertisement copy is also supportive in holding the attention.

This would be even more supportive when the price of the product or service is low;

The insertion of reply coupons in the advertisement copy can be favourable in attracting consumers;

3. Suggestive: The advertisement copy should be capable of suggesting the reader about the use

and the utility of the product. Effective slogans can be used to provide suggestions to the

consumer;

4. Conviction value: The advertisement copy must be able to have ever lasting impression on the

potential consumer, if the suggestions are backed by convincing arguments. The reader’s

doubt on the quality of the product needs to be decreased and should be fully convinced and

satisfied;

5. Educate: The advertisement copy should tell consumers about the use and operation of the

advertised product. It should inform about the new uses of a product with which the consumer

is not familiar yet. An advertisement copy containing information with regard to use, sources

from where the product can be obtained, price and services available along with the product

is helpful in enhancing the demand and enlarging the sales;

6. Memorizing: The advertisement copy should be prepared in such a manner that the consumers

receives ever lasting impression about the product. It can be successfully created by repeating

the advertisement. Repetition projects the permanent image about the product on the

consumer’s mind. An example of successfully achieving this, are trademark and brand names;


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7. Truthful: An advertisement copy should contain information that is true. It should not conceal

or misrepresent the truth about the advertised product. Rather should it lay down in advance,

the limitations of the product. If these limitations are not brought to light, the buyer eventually

will find out after using the product which will decrease the confidence of the buyer in the

product and the main aim of the advertisement is defeated.


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2.5. Advertisement theory comparison table Table 3: Advertisement theory comparison table

DIMENSIONS

THEORIES KEY FEATURES

AIDA Model Facets Model of Effects

7 Salient Features Model

Image

The picture that aims to associate the advertised product with the firm or certain lifestyles or values.

Typography

The selection of size, line length, line spacing etc.

Colour

The pigment and shades used in the advertisement.

Border

The outer lines of the advertisement.

Place

The position where the advertisement is being shown.

Sound

The music, speech or sound effects during an advertisement.

Information

The written data given in the advertisement.

Total green points 4 3 3 Most suitable theory

outcome AIDA Model


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2.5.1. Selection and explanation advertisement comparison table

The AIDA model proves to be the most suitable advertisement theory for this research. As can be read

in the previous paragraph, this theory consists out of four steps which explain the process that

customers go through by seeing advertisements, before purchasing the product (Hackley, 2005,

p.219). For this theory, the book ‘Advertising and promotion.’ from Hackley has been used, wherein

Hackley explains the theory. The information given, is compact and straightforward, without too much

details and stories around the theory. Because of that, there is sufficient space to apply the theory in

multiple and different situations.

Image: The first dimension of the comparison table is ‘image’. The picture that aims to associate the

advertised product with the firm or a certain lifestyle or value. This dimension is only covered in the

AIDA model. The theory mentions in the third step ‘desire’, that visuals arouse desires and makes the

features of the advertised product more tangible.

Typography: The second dimension of the comparison table ‘typography’, is covered in the AIDA as

well as in the 7 Salient Features Model. Strong starts with this dimension in his first step ‘awareness’.

A consumer’s attention or awareness is created by recognizing the need for a product and this need,

needs to be activated. He claims that the best way to do this, is through a notable typography.

The 7 Salient Features Model covers this dimension in its second step ‘capable of holding the

reader’s attention’. Selecting the size and lining space unconsciously help attract a consumer’s

attention.

Colour: The used pigment and shades used in the advertisement, are mentioned in the AIDA and

Facets of Effects model. Strong explains that awareness must be created at first, by activate or

stimulate the consumers need and that the best way to execute this, is by using bright colours on

advertisements.

Followed by the explanation of the Facets of Effects model, that explains in their first facet, that the

colour on advertisements help recognize seeing the advertisement and therefore recall what the

advertisement said.

Border: The dimension ‘border’ is only mentioned in the 7 Salient Features Model. The theory claims

that leaving blank space at the top of bottom of the advertisement would be helpful in drawing the

reader’s attention. However, no further explanation on, for example, what for effects it would

provide are given. Therefore, this dimension is not being regarded as a necessary criterion.


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Place: None of the three theories mention the position where the advertisement is being shown.

Sound: This dimension is only covered in the first facet in the Facets Model of Effects. This theory

claims that certain sound effects during an advertisement can catch a consumer’s interest and

eventually create recognition when one hears the sound again. This dimension is thus not covered by

the AIDA nor the 7 Salient features model, since these theories focus on advertisements copies.

Therefore, this dimension is not regarded as fundamental.

Information: The last dimension of the advertising comparison table concerns all the written data

given in the advertisement. This is the only dimension that is covered by all three advertising

theories, which denotes that information on advertisements is of high importance. The AIDA model

covers this dimension in the fourth and final step ‘action’. Strong claims that the main goal of the

advertisement is to provide information for the consumer in order to make the consumer purchase

the product.

The Facets Model of Effects covers the information dimension in their third facet, ‘the cognitive

facet’. The model refers to how consumers search for information that describes their lifestyle or

compare their product with another product from a different brand.

Lastly, the 7 Salient Features model, claims that the most important element of this dimension, is

that the text must be simple in order to be understood by as many people as possible.


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2.6. Operationalization Table AIDA Model Table 4: Advertising operationalization table


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3. Methodology The methodology chapter starts with discussing what issue is present and how this report addresses

that. Followed up by an explanation of what advertisement- and cultural theories this report

includes. Thirdly, the questionnaire is being addressed, with the characteristics of the participants

included. Then there is an explanation of what method was used during each sub question and why

the chosen method was seen as the most suitable option. Lastly, the limitations of the research are

being addressed.

This report tackles the issue of not addressing a target group in the right manner. The Netherlands

has a multicultural society, where individuals with all kinds of different backgrounds are present.

These individuals can all have a different point of view with different views and values. Therefore,

one group of individuals can feel addressed by an advertisement, while the other does not feel

addressed at all. It even can result in worse consequences, such as a group feeling attacked or

insulted. Currently, there is ample research on advertising in general. However, there is a lack of

research on the effects of culture on advertisements among Dutch and Surinamese individuals within

the Netherlands and that is how the ethical issue was addressed in this report.

This report has combined desk research with field research as it contains multiple advertising- and

cultural theories. On top of that, this report includes a questionnaire as well. For the advertising

theory, there have been three theories examined. The AIDA model, the facets Model of Effects, and

the 7 salient Features of a Good Advertisement Copy Model, where the AIDA model has been chosen

to be the most suitable advertising theory for this report. The cultural theories have been examined

in the same manner. Hofstede’s Cultural Dimensions Theory, Hall’s Cultural factors Theory, and

Trompenaars’ model of National Culture Differences have been examined, where Trompenaars’

cultural theory has been chosen to be the most suitable cultural theory for this report. Concerning

the questionnaire, there have been 50 respondents that have filled in their answers. All of these

respondents were anonymous in order to remain objective.

The AIDA model has been proven to be the most suitable advertising theory, since this theory is

compact and straightforward. Because of its compactness, there is sufficient space to apply the

theory in multiple situations. Trompenaars’ cultural theory has been proven to be the most suitable

cultural theory for this report, because of its comprehensiveness. Trompenaars’ model of National

Culture Differences contained the most extensive range of information and covered the large half of

characteristics of a culture. Concerning the questionnaire, the participants have been selected only,

on their ethnicity. The ethnicity was of importance, since this report has compared the difference

reactions and choices between the Surinamese and the Dutch, within the Netherlands. Despite the


32

fact that factors such as age or gender has been asked during the questionnaire, these factors have

not played a role.

In the first sub question, ‘what is effective advertising?’ desk research has been done. Secondary

desk research was needed in order to obtain more knowledge about effective advertising. According

to Babbie, this is also the one of the main purposes of desk research. To familiarize the readers, as

well as, the researcher with the topic (Babbie, 2010, p.90).

Desk research has been done by looking at academic sources, particularly theories, such as the AIDA

model, Facets model and the 7 Salient Features Model. These models have formed a stable basis for

this research. Prior to discussing the second and third sub question, the term ‘effective advertising’

had to be explained, down to the last detail in order to prevent any misunderstandings. Lastly, the

use of tertiary information has been proven to be useful as well. The portals and databases such as

Google scholar, HBO Knowledge bank and the THUAS library have been helpful to find reliable

information by offering scientific articles and other theses for comparison.

In the second sub question, ‘What are the cultural profiles of the Surinamese and Dutch?’ desk

research was needed in order to obtain knowledge about cultural dimensions. This desk research

included mostly secondary sources. According to Rumsey, secondary sources interprets or analyses

an event or phenomenon. It often attempts to describe or explain primary sources (Rumsey, 2009,

p.25).

The advantage of secondary research was that it provided information that was easy to access, and it

provided information from sources that were not available in the researcher’s environment. The

secondary information retrieved, also showed information from different aspects, such as Hofstede’s

view towards culture compared to Trompenaars’s view towards culture. However, secondary

information has a general disadvantage. Namely, the credibility of the source. While searching for

cultural theories, it took a lot of time to check whether the source was liable enough to use for this

research. Analyzing the liability of the used sources, has been done extensively by consulting multiple

sources for one single theory. An example of this, is the use of Hofstede’s Insights, which is the main

source of Hofstede’s cultural dimension theory. Besides Hofstede’s Insights, theses found through

the HBO Knowledge bank have been used to analyse the credibility as well.

In the third sub question, ‘How do the responses of the Dutch and Surinamese on the showed

advertisements differ?’ primary information was of a great value. In order to obtain primary

information, a questionnaire was designed in order to create new, primary information, as well as

measuring opinions from Dutch and Surinamese individuals living in the Netherlands. This

questionnaire consisted out of twenty questions that have been filled in online, as well as on paper.


33

The questionnaire provided quantitative results. The main advantage of primary information is that

the data has been collected personally. Therefore, it related directly to this study. The main

disadvantage experienced, is that it took a lot of time to set up the questionnaire and to process the

results. As Collis & Hussey also state, that the main difficulty of collecting qualitative data by yourself,

involves an entire process of taking notes and other documentation and making initial drafts before

writing a working. (Collis & Hussy, 2009, p.306). Setting up the questionnaire had a duration of an

entire week. Consequently, searching for 50 participants with a Dutch and Surinamese origin, took 2

weeks’ time as well. The first initiative was to set up a focus group, whereby selected participants

could discuss their reactions and feelings about the showed advertisements. Focus groups are used

to gather data relating to the feelings and opinions (Collis & Hussey, 2009, p.155). Collis and Hussey

state that the main advantages are that, setting up a focus group is inexpensive and fresh data is

allowed to be generated through the interaction of the group. However, due to the limited time of

this research, the choice has been made to perform a questionnaire. During a questionnaire, no

member can be influenced by one dominant member during a discussion that could happen in a

focus group. On top of that, the extra result of a focus group is just the opinions of a small group

(Collis & Hussey, 2009, p.156).

Because of the fact that there was a lack of previous, relatable research on the topic of influences of

cultures on advertisements, starting up the research took more time than expected and adaptations

needed to be made. Also, the time available to investigate the topic of influences of cultures on

advertisements, can be regarded as a limitation. The given amount of time to investigate this

phenomenon was approximately 6 months. Because of the limited research time, less preliminary

investigation has been done and less respondents on the questionnaire has been gathered.


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4. Results 4.1. Introduction The results chapter shows whether there is a difference in the perception of advertisements

between Dutch and Surinamese individuals. All the findings are results of individuals, whose findings

on the research are based on the results of the questionnaire. This chapter is divided into 3 chapters.

All of the chapters are believed to be important since each chapter connects the questionnaire

results with either the advertising theory and the cultural theory. In the first subchapter, the focus

lays on the advertising. In the second subchapter, the focus lays on the cultural profiles. In the third

and last subchapter, the focus lays on the differences of the respondents. Moreover, the complete

questionnaire can be found in the appendices.

4.2. What is effective advertising?

According to E.K. Strong’s AIDA model, an advertisement must move its consumer along a linear

continuum starting from unawareness to awareness. Awareness or attention is created when the

consumer recognizes his or her need for a product or service.

Floor and van Raaij add in their ‘Marketing Communication strategy’ that, drawing attention can be

done by, for example, using humour. However, transferring the attention to the advertising message

after this might become difficult, especially if the humour has nothing to do with the message.

Attention is always necessary, but it is crucial in advertising a product or brand with low consumers

involvement or when the advertising pressure by competitors is high (Floor & van Raaij, p.292).

One of the questions in the survey entailed whether the respondent preferred as much as

information as possible on an advertisement,

or if the respondents’ attention was already

triggered by seeing a product on an

advertisement. There is no distinction made

between the answers of the Suriname or the

Dutch respondents. As can be seen in the

graphic, 54% of the respondents prefers an

advertisement with as much as information

possible on advertisements.

Figure 8: Results of survey: preferred amount of information on advertisements

54,00%

46,00%

42,00%

44,00%

46,00%

48,00%

50,00%

52,00%

54,00%

56,00%

I prefer to see as muchas information possible

Only a picture of theproduct already seeks

my attention

On an advertisement...


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Secondly, the AIDA model states that the second goal of an advertisement is to arouse the interest of

the consumer. Positive aspects of the advertised product need to be pointed out that can help

remember the product better. Smriti Chand agrees with this statement as well, as he states that by

‘educating’ the consumers about the product or service is helpful in enhancing the demand.

The third step transfers interest into a desire or preference for the advertised product or service.

Advertising is an excellent way of influencing the knowledge and attitudes of large groups of

consumers (Floor & van Raaij, p.550). However, influencing the consumer’s knowledge may not be

done through misleading or confusing information. The information must be complete and objective.

Downgrading language about a competitive product or brand or leaving out unfavourable features

are not allowed (Floor & van Raaij, p.70). As reported by the Facets Model of Effects theory, wants

implies desire and are driven by emotion and based on cravings, longings and wishes.

The last goal for an advertisement is, according to the AIDA model, to get the consumer to purchase

the product or service. According to the AIDA model, the most convenient way to get this done is to

provide information for the consumer concerning where the product can be bought, what price is

asked for the product or until which date it can be bought. Smriti Chand also highlights this and

mentions this aspect in his theory as well. He explains that a consumer can be activated to a

purchase, by suggesting the consumers about the use and utility of the product. This is all in line with

the statements of Floor & van Raaij in their ‘Marketing Communication strategy’, where is explained

that ‘advertisers use advertising to try to make people do something or to try to maintain or

strengthen an existing relationship.’ (Floor & van Raaij, p.45). The buying intention has to be

transformed into action, which can be achieved with the help of other communication methods.’

However, advertising lays the foundation (Floor & van Raaij, p.550).


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4.3. What are the cultural profiles of the Surinamese and Dutch?

According to Trompenaars, the Netherlands would have a high level of universalism. The main

characteristics of a universalist culture is that they value rules more than relationships,

In contradiction with particularistic cultures, among others Surinam, that put a greater emphasis on

relationships, Trompenaars states.

Kroesen, from the University of Technology in Delft, adds that universalist cultures treat everybody

according to the same rules, while in particularistic cultures, some people are more important than

others (Kroesen, 2016). A concrete example of an extreme particularistic culture is in a country where

you need connections in the government in order to get your license extended or imports cleared. In

a universalist culture, this phenomenon would be less likely to occur, and every individual would have

to follow the same process.

Secondly, Trompenaars states that the individualist culture is linked to the ideas of the Western world,

whereas the communitarian culture is linked to non-western countries. According to his theory, The

Netherlands would therefore have an individualist culture, that for example, see human beings as

individuals (Vliet van, V., 2015). Hofstede adds that in this dimension, individuals are expected to take

care of only themselves and the immediate families, personal achievements and individual rights

(Hofstede, n.d.).

The Surinamese are being seen as one of the opposites of the Dutch culture, a communitarian culture,

that refers to people regarding themselves as part of a group. According to Trompenaars, members

from communitarian cultures see personal improvements as a step towards the prosperity of the

group (Binder, 2007). Hofstede adds several other characteristics from the communitarian Surinamese

culture, such as, unquestioning loyalty towards relatives and people’s self-image which is defined in

terms of ‘we’ (Hofstede, n.d.).

Thirdly, Trompenaars states that The Netherlands has a neutral culture, where emotions must be

managed effectively, interactions are very ‘stick to the point’ and individuals are reluctant to show

their emotions (Mindtools, n.d.). In contradiction to Surinam, which has an emotional culture, where

emotion and body language is being used to communicate one’s objectives (Mindtools, n.d.).

Trompenaars continues with other characteristics from an emotional culture, that can be recognized

in Surinam are among other things, raised voices when one is meeting another and, physical contact

(Trompenaars & Hamden, p.79)


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According to Trompenaars, The Dutch culture is a specific culture. It is a culture that is direct and to

the point and prefer clear instruction and procedures (Mindtools, n.d.). This is justified with Hall’s

cultural factors theory, that classifies this dimension under the name of ‘high territoriality’ and ‘low

territoriality’. Hall classifies The Netherlands as a high territoriality culture that has a great concern for

ownership. The opposite of this, is the Surinamese diffusive culture that lays, among other things, it

emphasizes on building a good relationship (Mindtools, n.d.).

Hall classifies Surinam as a low territoriality culture that find, along with, personal space less important.

Also, they are more willing to share territory and ownership (Hall, 2002).

Another statement of Trompenaars, is that, The Netherlands has an achievement culture, where titles

only are being used when relevant and rewards are being handed out appropriately (Mindtools, n.d.).

In other words, there is only hierarchy for convenience only, superiors are approachable, and power

is decentralized. This can be compared with Hofstede’s ‘power distance’ dimensions, where these

characteristics from n achievement culture which can be related to a culture with a lower level of

power distance (Hofstede Insights, n.d.).

The opposite of this dimension can be found in the Surinamese culture, who has a merely ascription

culture, where title, position, and power can have a great influence on one’s behaviour, Trompenaars

states. Hofstede completes this information, by using his comparable dimension and would label

Surinam with a high level of power distance. Individuals in this society are not equal and the

hierarchical order in which everybody has a place is being accepted (Hofstede Insights, n.d.).

According to Trompenaars, The Netherlands has a sequential culture, where deadlines are being clear

and kept, individuals are punctual and the focus is on one project at a time (Mindtools, n.d.). These

statements suit with the findings of Hall’s cultural theory, where he names sequential cultures,

‘monochronic timed cultures. The term ‘monochronic’ described individuals and cultures who tend to

handle projects sequentially, or, one at the time.

Trompenaars also states that, Surinam has a synchronic time culture, where individuals are mostly

flexible on projects, the past, present and future can be seen as interwoven periods and commitments

are easy to be rescheduled (Mindtools, n.d.). Also, these statements match with the anthropologist

Hall, who called these type of cultures ‘polychronic’, which he described as ‘the ability to attend

multiple projects simultaneously.’ (Hall, 1959).

Lastly, Trompenaars mentions that the Netherlands contains an internal control culture where people

believe that one can control their environment to achieve their goals.


38

The opposite of this internal control belief is the external control which includes Surinam. Within this

culture, the individuals believe that one must work with their environment to achieve their goals

(Binder, 2007).


39

4.4. How do the responses of the Dutch and Surinamese on the showed advertisements differ? The first showed advertisement concerned the sequential and synchronic dimensions. The

advertisement of New Zealand’s Jetstar on

the left, emphasizes the sequential

dimension, where punctuality is highly

appreciated. The advertisement on the right,

is an advertisement of the Nigerian airline

Arik Air, that represents the synchronic

dimension. In a synchronic dimension, there

is no emphasis on schedules, punctuality or

deadlines at all and multiple activities are

being executed at the same time.

Figure 9: result of survey: sequential vs synchronic

According to Trompenaars, the Netherlands would be one of the sequential countries. Dutch citizens

would therefore strictly stick to keeping deadlines and commitments, having a preference for

scheduling and showing up on time. In addition, Trompenaars stated that Mediterranean and

southern countries merely would have a synchronous time culture, thus Surinam would have a

synchronous time culture. As can be seen on the chart, the Dutch respondents do not have an

outstanding opinion. The opinion of the Dutch respondents does not show an evident result of being

a sequential time culture as 52% of the Dutch respondents have chosen for the synchronic

advertisement, and 48% have chosen for the sequential advertisement. However, there is an evident

result of the Surinamese respondents, being a synchronous time culture. 86% chose for the

synchronic advertisement, and only 14% for the sequential advertisement.

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%

The Netherlands Surinam

Based on these two advertisements, which company would you go for?

Left (sequential) Right (synchronic


40

The second and the third advertisements concerned the neutrality and emotionality dimension of

Trompenaars cultural model. According to Trompenaars, people from a neutral culture are not less

willing to share their emotions. They are felt by the individual, but their emotions are being

controlled. The Netherlands would therefore be categorized under a neutral culture. In an emotional

culture, people tend to share their emotions very easily and it is normal to share their emotions.

According to Trompenaars, Latin America, thus Surinam, would have an emotional culture.

After processing the results of the respondents, the results of the Surinamese respondents match

Trompenaars theory, as 100% of the Surinamese respondents opted for the emotional advertisement

concerning smoking and 93% for the emotional advertisement concerning food waste.

However, it is remarkable that the Dutch respondents did not have such a strong united opinion, as

56% of the Dutch respondents opted for the emotional advertisement concerning smoking, and 44%

opted for the informational and neutral advertisement. This can also be read in the second chart,

concerning the advertisements about food waste. 58% of the Dutch respondents, opted for the

emotional advertisement, and 42% for the neutral advertisement.

Figure 11: result of survey: neutral vs emotional 2

Figure 10: result of survey: neutral vs emotional 1

0,00%

50,00%

100,00%

150,00%


Which advertisement would be more likely to make you stop

smoking?

Left (neutral) Right (emotional)

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%


which advertisment would be the most likely to make you do

something against food waste?



41

The next advertisements concerned the diffuse and specific dimension of Trompenaars. According to

his theory, the Netherlands would have a diffusive culture, where personal and work life are

interconnected. In contradiction to the Surinamese culture, a diffusive culture, has the belief that

objectives can be better achieved when relationships are strong. In these cultures, respecting age,

status and background are of high importance. According to Trompenaars, Surinam would have a

specific culture. When examining the results of the questionnaire, it becomes evident that, the

statements of Trompenaars in this dimension, matches with the results of the questionnaire. As can

be seen in the graphic on the left, 72% of the Dutch respondents were more attracted to the job

advertisement that had a merely informal job description, where only 28% of the Surinamese

respondents would opt for this informal job advertisement. 71% of the Surinamese respondents

were merely attracted to the specific job advertisement that had a formal job description. The same

goes for the second pair of diffusive and specific advertisement that was about the working space.

Concerning the working environment, the results can be seen in the graphic on the right. The

majority of the Dutch respondents, to be precise 61%, have again opted for the diffuse

advertisement. Consequently, 79% of the Surinamese respondents have opted for the specific

advertisement. In short, these findings match Trompenaars theory.

Figure 12: result of survey: diffuse vs specific 1 Figure 12.1: result of survey: diffuse vs specific 2

0,00%

20,00%

40,00%

60,00%

80,00%


Based on these two advertisements, which work environments would

attract you the most?

Left (diffuse) Right (specific)

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%


Based on these two advertisements, which one would make you the most

likely to apply?



42

Fourthly, the showed advertisements concern the internal and external control dimension of

Trompenaars cultural theory. In an internal controlled culture, people believe that they can control

their environment to achieve their goals. According to Trompenaars, the Dutch culture has a strong

belief in internal control. However, when looking at the questionnaire results, the theory does not

entirely match. 58% of the Dutch respondents opted for the external advertisement. While, in an

external control culture, people believe that they must work with their environment to achieve their

goals. As can be seen in the graphics, 64% of the Surinamese respondents opted for the internal

advertisement.

Figure 13: result of survey: internal vs external

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%


Based on these two advertisements, which one attracts you the most?

Left (internal) Right (external


43

These advertisements concern the individualistic and communitarian dimensions. According to

Trompenaars, individualistic cultures value the individual over the group, while on the contrary,

communitarian cultures are based on the group and there is a strong sense of loyalty within the

group. Trompenaars states that the Netherlands has an individualistic culture, and Surinam a

communitarian culture. In this dimension, the results of the Surinamese respondents totally match

with Trompenaars theory as 93% of the Surinamese respondents opted for the communitarian

advertisement. However, the results of the Dutch respondents are divided since 50% opted for the

individualistic advertisement and 50% for the communitarian advertisement.

Figure 14: result of survey: individualism vs communitarianism

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%


Based on these two advertisements, which one would

be the most likely to join the army?

Left (individualism) Right (communitarianism)


44

The last advertisements concerned the universalistic and particularistic dimensions, where The

Netherlands is being considered as a universalist culture and treats all cases the same, no matter

what the situation is, or who is involved. The focus is on rules rather than relationships. Next,

according to Trompenaars, Surinam has a particularistic culture that is based on building

relationships and rules are therefore less important. Rules are being bend for important people, thus

each case must be examined separately. After examining the respondents’ results, it becomes

evident that the given answers match with Trompenaars theory. 72% of the Dutch respondents have

chosen for the universalistic advertisement, and 79% of the Surinamese respondents have chosen for

the particularistic advertisement.

Figure 15: result of survey: universalism vs particularism

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%


Which advertisement do you agree the most with?

Left (universalism) Right (particularism)


45

5. Analysis

5.1. Introduction

This research concerns the question what role cultures may have on perceived effectiveness on

advertisements between the Dutch and Surinamese individuals in the Netherlands. This section will

put in perspective the findings described in the results section. This will be done by pointing out the

aspects that stood out in the results of the questionnaire, in combination with the theory.

5.2. Findings

The chapter that stands out the most, is chapter 4.3. In this section, the responses of the Dutch and

Surinamese are analysed. This is a vital part of the research as the questionnaire constructs the main

part of the results chapter.

The aspect that stands out the most, is the difference between the number of matches with the

theory between the Dutch and Surinamese respondents. It is noticeable that the Surinamese match

with 6 out of 7 dimensions with Trompenaars cultural theory, while the Dutch only have a match

with 3 out of 7 dimensions. Trompenaars prognoses all matched the results of the Surinamese,

except for the internal and external control dimension. According to Trompenaars, the Surinamese

culture would merely opt for the external control. However, as can be seen in figure 13 on page 42,

64% opted for the internal controlled culture. In this dimension, the same goes for the Dutch

respondents. According to Trompenaars theory, the Dutch respondents would have opted for the

advertisement that represented the internal controlled culture. However, 58% opted for the

advertisement that represented the external controlled culture. An explanation for this could be that

there is no difference made between the first- and second-generation Surinamese respondents. The

second-generation Surinamese could have had a merely Dutch upbringing, which could have

influenced this dimension. An explanation for the Dutch respondents could be that, the respondents

have been influenced by the Surinamese minorities in the Netherlands. The respondents all came

from the same area in the Netherlands, namely the Randstad.


46

5.3. Reliability

For this a research, it is vital to be critical about the data’s reliability. How reliable is the information

in this report? The reliability in this report can be regarded as reliable as possible, however, within a

limited amount of time. Due to the fact that this report has been written in only 6 months’ time, the

amount of sub-questions is limited to three. The choice has been made to execute 3 sub-questions,

since more sub-questions would be too many to process within the given 6 months, and less sub-

questions would not offer a steady framework for providing an answer to the central question.

Moreover, reliability has been established during the questionnaire. The online method of filling in

the questionnaire, is a simple, but trustworthy method for the average person, to understand and fill

in correctly. Lastly,

5.4. Credibility

Credibility is an important aspect for this research. During writing this research, credibility is

established mostly by comparing multiple sources about the same subject. Multiple advertisement

theories are compared with each other in order to create a well-developed framework for the

questionnaire. This same goes for the cultural theories, where three theories have been compared in

order to establish a high level of credibility as well.

In order to increase the level of credibility even more, statements and explanations have been

supported by, at least, 2 sources. This prevents that this research works with incorrect or incomplete

information. A concrete example can be found in chapter 1.1. page 5 or chapter 1.2. page 8.

5.5. Validity

The validity in this research can be seen in the central- and sub question in this research, as well as in

the questionnaire questions. During the set-up of the questions, the researcher has tried to be as

specific and objective as possible. A concrete example can be found in part III of the questionnaire.

All the questions were formulated the same, and the answers did not contain the name of the

dimensions, but only ‘left advertisement’ or ‘right advertisement’. This has been done in order to

prevent the respondents to purposefully place themselves as, for example, ‘individualistic’ or

‘communitarian’.


47

6. Conclusion and recommendations

6.1. Conclusion

The purpose of this report was to answer the central question ‘What is the role of culture in the

differences of perceived effectiveness of advertisements between the Surinamese and Dutch

individuals in the Netherlands?’

In order to answer the central question, the following sub question were formulated:

1. What is effective advertising?

2. What are the cultural profiles of the Surinamese and the Dutch?

3. How do the responses of the Dutch and the Surinamese on the showed advertisements

differ?

Despite the fact that the results of the report are based on solely 50 respondents, this research offers

valuable insights into the differences in perception of advertisements between the two different

cultures. The results have shown that culture does play an evident role in the perception of

advertisement effectiveness.

The findings reveal, that culture plays a significant role in the perceived effectiveness of

advertisements, especially among the Surinamese in the Netherlands. Therefore, a conclusion to the

main question of this research is as follows. The Surinamese individuals within the Netherlands are

more culturally bound. This became clear, especially after the results of the questionnaire were

processed. The Surinamese respondents showed a strong and united response that matched with

the theories, 6 out of 7 times. This is in contradiction to the Dutch individuals within the Netherlands.

The opinions of the Dutch individuals were not united, and showed different opinions concerning the

same advertisements. Also, the Dutch results, only matched with the theories, 3 out of 7 times.

This research has encountered and collected a great amount of information, which contributed to a

reasonable conclusion based on the results. However, unfortunately, not all the collected data is

directly relevant, in order to answer the main research question. However, this information is

interesting and worthy of further research. As a consequence, this research has found two

interesting points that are recommended for further research, which can be found in the next

section.


48

6.2. Recommendation

First of all, an investigation of the perceived effectiveness between more than only the Surinamese

and Dutch cultures on advertisements within the Netherlands, is recommended. Since the Dutch

society does not only consist out of the Dutch and Surinamese, it could be interesting to investigate

the role of culture among other cultural groups that are present in the Netherlands, such as the

Turkish or Moroccan minorities. This research has not looked into other minorities in the

Netherlands, due to the limited period of time.

Secondly, a follow up research concerning an investigation on how businesses can address a

multicultural society and how to adapt their advertisements to multiple cultures is highly

recommended as well. Due to the fact that advertising is the main channel of businesses

communicating towards their customers, and the number of multicultural societies is increasing. This

would be specifically an interesting subject for companies that would like to increase their sales or

strengthen their brand equity. This has not been executed, since it would be preferable to write such

a report commissioned by a company.

In conclusion, these two recommendations are believed to have the potential to greatly contribute

to the awareness and improvement towards the minorities in multicultural societies.


49

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Ramamoorthy, N. (January, 2010). ‘Dimensions of Individualism Collectivisml: A Comparison of Five

Countries.’ Retrieved on November 8, 2018 from https://www.researchgate.net/figure/Rank-

ordering-of-five-countries-on-the-seven-IC-dimensions_tbl1_260677363

University of Leiden. (n.d.). ‘Cultural Interaction: A Global Perspective.’ Retrieved on November 16,

2018 from https://studiegids.leidenuniv.nl/courses/show/85443/cultural-interaction-a-

global-perspective

Valkenberg, S (July 15, 2011). ‘Er was te veel ontzag voor andere culturen.’ Retrieved on December 3, 2018 from https://www.trouw.nl/home/er-was-te-veel-ontzag-voor-andere-culturen~a08af255/

Vliet van, V. (2015). ‘Trompenaars Cultural Dimensions.’ Retrieved on February 5, 2019 from

https://www.toolshero.com/communication-skills/trompenaars-cultural-dimensions/

Vogel, Trudy de. (2007). ‘English slogans in Dutch advertising: an examination of the Dutch perception

towards English slogans in Dutch advertisements.’ Retrieved on October 2, 2018 from HBO

Knowledge Bank.

Waart, P. van & Mulder, I.J. (June 6, 2009). ‘Meaningful advertising: pervasive advertising in the

experience economy.’ Retrieved on October 2, 2018 from HBO Knowledge Bank.

Wikipedia. (January 21, 2019). ‘Edward T. Hall.’ Retrieved on february 5, 209 from

https://en.wikipedia.org/wiki/Edward_T._Hall#cite_note-1

Wolfestone (December 17, 2010). ‘The Benefits of Multicultural Societies.’ Retrieved on December 3,

2018 from https://www.wolfestone.co.uk/blog/the-benefits-of-multicultural-societies/

https://www.statista.com/statistics/542743/net-advertising-market-revenue-in-the-netherlands-by-channel/

https://www.statista.com/statistics/542743/net-advertising-market-revenue-in-the-netherlands-by-channel/

https://www.researchgate.net/figure/Rank-ordering-of-five-countries-on-the-seven-IC-dimensions_tbl1_260677363

https://www.researchgate.net/figure/Rank-ordering-of-five-countries-on-the-seven-IC-dimensions_tbl1_260677363

https://studiegids.leidenuniv.nl/courses/show/85443/cultural-interaction-a-global-perspective

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https://www.trouw.nl/home/er-was-te-veel-ontzag-voor-andere-culturen~a08af255/

https://www.toolshero.com/communication-skills/trompenaars-cultural-dimensions/

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http://www.wolfestone.co.uk/blog/the-benefits-of-multicultural-societies/


54

8.2. Books

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Students’. 3rd Ed. Palgrave Macmillan. Retrieved on January 8, 2019.

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10, 2019.

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Hofstede, G., Hofstede, G.J. (2005). ‘Cultures and Organizations: Software of the Mind.’ 2nd Ed.

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on October 19, 2018.

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no. P-53 C, Cambridge, MA: Marketing Science Institute. Retrieved on October 25, 2018.

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United Kingdom: Pearson Educational International. Retrieved on October 16, 2018.

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Retrieved on October 19, 2018.


55

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2018.

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January 14, 2019.

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p.460). Infinite Ideas Limited. Retrieved on February 4, 2019.

Trompenaars, F. & Hampden, C. (2004). ‘Riding on the Waves of Culture.’ Hodder & Stoughton

General Division. Retrieved on February 5, 2019.


56

9. Appendices 9.1. Appendix 1: Cultures & Advertisements questionnaire including advertisement explanation Hi!

I am currently writing my thesis about how culture can have an influence on advertisements. I am

comparing the Dutch culture with the Surinamese culture, so if you're Dutch, Surinamese or have

something from both origins, I would really like to know your opinion about a few advertisements.

Thank you for taking your time to fill in my questionnaire.

PART I

1. What is your gender?

A. Female

B. Male

2. What is your age?

A. Younger than 18

B. 18 – 35

C. 36 – 50

D. 51+

3. In which country are you born?

A. The Netherlands

B. Surinam

4. In which country are your parents born?

A. The Netherlands

B. Surinam

C. One is born in the Netherlands, one is born in Surinam

PART II

5. On an advertisement…

A. I prefer to see as much as information possible (such as price, location, advantages)

B. Only a picture of the product already seeks my attention.


57

6. An advertisement catches my attention more if…

A. I see how much advantages a product will bring me

B. A whole family enjoys the product

7. If I see an advertisement with a product that I like very much…

A. I enthusiastically tell my friends or family about it

B. Keep it for me

8. An advertisement catches my attention sooner by playing on my emotions…

A. True

B. False

9. I see an advertisement about an amazing discount on a new kitchen machine, which makes me

really excited about. What are you likely to do?

A. I tell my family about it, because they might like it as well

B. I tell my family, friends and colleagues, because they might like it as well

10. If I see someone on an advertisement who has achieved something really great….

A. I am more triggered to do my best as well

B. It does not influence me, I am who I am

11. I see an advertisement that is about a discount from last week…

A. I do not take a look at it anymore, because it is not relevant anymore

B. I still take a look at it, in case such a discount might happen again

12. I see an advertisement about a product that claims it can improve my work…

A. It catches my interest, because I would like to have a product that can improve my work

B. It does not catch my interest, because I believe that no product can improve my work. I have to

work hard for it myself.


58

PART III

In this final part, please select the advertisement that addresses you the most.

13. Based on these two advertisements, which company would you go for?

13. SEQUENTIAL VS SYNCHRONIC

These two advertisements are displayed, in order to see whether the respondent is more sequential set or synchronic set.

The advertisement on the left, represents the sequential set that emphasizes punctuality. Waste of time is not appreciated in

a sequential culture and also not in this advertisement. The advertisement on the right, represents a synchronic set, that

emphasizes taking time for, among other things, luxury and comfort. Despite the fact that synchronic cultures do not

specifically find luxury essential, this advertisement does not give any attention to punctuality, but prefers to give its

attention to the priorities of the individual’s tasks what here is obviously being shown.


59

14. Based on these two advertisements, which one would be more likely to make you stop smoking?

15. Based on these two advertisements, which one would be the most likely to make you do

something against food waste?

14 & 15. NEUTRAL VS EMOTIONAL

These advertisements are displayed in order to see whether the respondent has a neutral or emotional attitude. The

advertisements on the left represent the neutral cultures which do not like to express their emotions in the public. The

advertisements on the right represent the emotional culture.


60

16. Based on these two advertisements, which one would make you the most likely to apply?

17. Based on these two advertisements, which work environments would attract you the most?

16 & 17. SPECIFIC VS DIFFUSE

These advertisements are displayed, in order to find out whether the respondent has a specific mindset or a diffuse

mindset. The advertisements on the left represent a diffuse mindset. Individuals with a diffuse mindset do not mind

discussing businesses during social occasions and having social conversations at work. The diffuse mindset is displayed on

the advertisements on the left, since the vacancy involves a very informal job description and a very informal work

environment. In contradiction with the advertisements on the right, that show a very formal work environment and the

job vacancy consists out of formal matters only.


61

18. Based on these two advertisements, which one attracts you the most?

18. INTERNAL VS EXTERNAL CONTROL

These two advertisements are displayed in order to determine whether the respondent has a stronger belief in

internal or external control. The advertisement on the left represents external control. The pink doll is stuck

between the green dolls which represent individuals who are controlled by their environment. This is in

contradiction with the advertisement on the right, that represents internal control. The little boy is taking

control by himself, even though he is very young. Individuals in an internal direction culture, believe that they

can control their environment to achieve their goals, which the boy is doing.


62

19. Based on these two advertisements, which one would be the most likely to join the army?

19. INDIVIDUALISM VS COMMUNITARIANISM

These two advertisements are an example of individualism and communitarianism, whereas the

left advertisement represents individualism. This advertisement is pointing to the reader to join

the army. The right advertisement is pointing to the reader to join the army as well. However, the

difference is, that the advertisement on the right lays the focus on joining the country’s army, thus

referring to the reader, who is part of the whole group, namely his or her country. In contradiction

with the left advertisement that has a different slogan, namely ‘your country needs you.’ Here is

the focus laid on an individual mind set.


63

20. Which advertisement do you agree the most with?

20. UNIVERSALISM VS PARTICULARISM

These two advertisements are an example of universalism and particularism, whereas the left

advertisement shows a high level of universalism. There is a long queue of people who are waiting.

Then, the son of the boss tries to skip the queue, but he also has to stand in the queue despite the

fact that he is the son of the boss. The rules are being executed, without making any modification

to the situation. The advertisement on the right, shows a high level of particularism. Again, the

same queue and the son of the boss who refuses to join the queue. However, the difference is

that, the son is allowed to skip the queue. The rule is being adapted to the situation.

As can be noticed, the dimension ‘achievement vs ascription’ is not represented by any

advertisement. The reason therefore is, that there were no obvious or clear advertisements for

this dimension available. In order to prevent any miscommunication about this dimension, the

choice has been made to exclude this dimension from an advertisement but representing this

dimension in the first part of the questionnaire instead. Hereby, this dimension is still included in

the questionnaire and any miscommunication has been prevented.


64

9.2. Appendix 2: Processed results questionnaire

9.2.1. Sheet 1: Codebook

Var 11

I see an advertisement that is about a discount from last week…

1 = I do not take a look at it anymore, because it is not relevant anymore

2 = I still take a look at it, in case such a discount might happen again

Var 12

I see an advertisement about a product that claims it can improve my work…

1 = It catches my interest, because I would like to have a product that can improve my work

2 = It does not catch my interest, because I believe that no product can improve my work. I have to work hard for it myself.

Var 13


1 = Sequential

2 = Synchronic

Var 14

Based on these two advertisements, which one would be more likely to make you stop smoking?

1 = Neutral

2 = Emotional

Var 15

Based on these two advertisements, which one would be the most likely to make you do something against food waste?

1 = Neutral

2 = Emotional

Var 16

Based on these two advertisements, which one would make you the most likely to apply?

1 = Diffuse

2 = Specific

Var 17

Based on these two advertisements, which work environments would attract you the most?

1 = Diffuse

2 = Specific

Var 18

Based on these two advertisements, which one attracts you the most?

1 = Internal

2 = External

Var 19

Based on these two advertisements, which one would be the most likely to join the army?

1 = Individualism

2 = Communitarianism

Var 20

Which advertisement do you agree the most with?

1 = Universalism

2 = Particularism

Respnr = respondent number

Var 1

What is your gender

1 = Female

2 = Male

Var 2

What is your age

1 = Younger than 18

2 = 19 - 35

3 = 36 - 50

4 = 51+

Var 3

In which country are you born?

1 = The Netherlands

2 = Surinam

Var 4

In which country are your parents born?

1 = The Netherlands

2 = Surinam

3 = One is born in the Netherlands, one is born in Surinam

Var 5

On an advertisement…

1 = I prefer to see as much as information possible (such as price, location, advantages)

2 = Only a picture of the product already seeks my attention

Var 6

An advertisement catches my attention more if…

1 = I see how much advantages a product will bring me

2 = A whole family enjoys the product

Var 7

If I see an advertisement with a product that I like very much…

1 = I enthusiastically tell my friends or family about it

2 = Keep it for me

Var 8

An advertisement catches my attention sooner by playing on my emotions…

1 = True

2 = False

Var 9

I see an advertisement about an amazing discount on a new kitchen machine, which makes me really excited about. What are you likely to do?

1 = I tell my family about it, because they might like it as well

2 = I tell my family, friends and colleagues, because they might like it as well

Var 10

If I see someone on an advertisement who has achieved something really great….

1 = I am more triggered to do my best as well

2 = It does not influence me, I am who I am


65

9.2.2. Sheet 2: Datamatrix

Var 1 Var 2 Var 3 Var 4 Var 5 Var 6 Var 7 Var 8 Var 9 Var 10 Var 11 Var 12 Var 13 Var 14 Var 15 Var 16 Var 17 Var 18 Var 19 Var 20

2 2 1 2 2 1 1 1 1 2 1 1 2 1 2 1 2 1 2 2

1 2 1 1 1 1 2 2 1 2 1 1 2 1 1 1 1 1 1 1

1 2 1 1 1 1 1 1 2 2 2 2 2 1 1 2 1 1 1 1

1 2 1 2 2 2 1 1 1 1 2 1 2 2 2 2 2 2 2 2

2 2 1 1 1 1 1 2 1 2 1 2 1 2 2 1 1 2 2 1

2 2 1 1 2 2 1 1 2 1 1 1 1 2 2 1 1 2 2 1

1 2 1 1 1 1 2 2 1 2 1 2 2 1 1 2 2 1 1 1

1 2 1 1 2 1 1 1 2 1 2 2 2 1 2 2 1 1 2 1

1 2 1 1 1 1 1 2 2 1 1 1 1 2 1 2 2 1 1 1

1 2 1 2 1 1 2 1 2 1 2 1 2 2 1 1 2 1 2 1

1 2 1 1 1 1 2 2 2 2 1 2 2 2 2 2 2 2 2 2

2 2 1 1 1 1 1 1 1 2 1 1 1 2 2 1 1 1 2 2

1 2 1 1 1 1 2 1 1 2 1 2 2 2 2 2 1 2 2 1

2 2 1 1 1 1 1 1 2 1 2 1 2 1 2 1 1 2 2 1

1 2 1 1 1 1 1 2 1 1 2 2 2 2 2 2 1 1 2 1

2 3 2 2 1 2 1 2 2 1 2 1 1 2 2 2 1 2 2 2

2 2 1 1 1 1 2 2 1 2 1 1 1 2 2 1 1 2 1 2

2 2 1 1 2 2 2 1 1 1 1 1 1 1 1 1 1 1 2 2

1 2 1 1 1 1 1 2 2 2 2 1 1 2 2 1 1 2 1 1

2 3 1 2 2 1 1 1 1 2 1 2 1 1 1 2 1 1 1 1

2 2 1 1 1 1 2 2 1 2 2 1 1 2 2 1 1 2 1 1

2 3 1 2 2 1 1 2 1 2 1 1 2 2 2 1 1 2 1 1

1 3 2 2 2 1 1 1 2 2 1 2 2 2 2 1 1 2 2 1

2 3 2 2 2 2 1 2 1 2 1 1 1 2 1 1 1 2 1 1

2 4 2 2 2 1 1 1 2 2 1 1 2 2 2 1 1 2 2 1

1 4 1 1 1 1 1 1 2 2 1 1 2 2 2 1 1 2 2 1

2 2 1 1 1 1 1 2 2 1 2 1 2 2 2 1 1 2 2 1

2 2 1 1 1 1 1 1 2 1 2 1 2 2 2 2 1 2 1 1

1 2 1 2 2 2 2 1 1 1 2 1 2 2 2 2 2 1 2 2

1 2 1 1 1 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

2 3 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

2 4 2 2 2 2 2 1 1 1 2 1 2 2 2 2 2 1 2 2

2 4 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

2 4 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

1 3 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 2 2 2

1 3 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

2 3 2 2 1 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

1 2 1 1 1 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

1 2 1 1 2 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

1 2 1 1 1 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

1 2 1 1 1 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

1 3 2 2 1 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

2 2 1 1 1 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

2 2 1 1 2 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1

2 4 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

1 3 2 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

1 2 1 2 2 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

1 2 1 2 1 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

1 2 1 3 1 2 1 1 1 1 2 1 2 2 2 2 2 1 2 2

2 2 1 3 2 1 2 2 2 2 1 2 1 1 1 1 1 2 1 1


66

9.2.3. Sheet 3: Frequency and pivot tables

Rijlabels Aantal van Var 1 Gender

1 52,00% Female 52,00%

2 48,00% Male 48,00%

Eindtotaal 100,00% Eindtotaal 100,00%

Rijlabels Aantal van Var 2 Age

2 66,00% 19-35 years 66,00%

3 22,00% 36-50 years 22,00%

4 12,00% 51+ years 12,00%


Rijlabels Aantal van Var 3 Country of birth

1 72,00% The Netherlands 72,00%

2 28,00% Surinam 28,00%


Rijlabels Aantal van Var 4 Parents' country of birth

1 52,00% The Netherlands 52,00%

2 44,00% Surinam 44,00%

3 4,00% One NL, one SU 4,00%


Rijlabels Aantal van Var 5 On an advertisement…

1 54,00% I prefer to see as much as information possible54,00%

2 46,00% Only a picture of the product already seeks my attention46,00%


Rijlabels Aantal van Var 6 An advertisement catches my attention more if…

1 62,00% I see how much advantages a product will bring me62,00%

2 38,00% A whole family enjoys the product38,00%


52%48%

Gender

Female Male

66%

22%

12%

Age

19-35 years 36-50 years 51+ years

72%

28%

Country of birth


52%44%

4%

Parents' country of birth

The Netherlands Surinam One NL, one SU

54,00%

46,00%

42,00%

44,00%

46,00%

48,00%

50,00%

52,00%

54,00%

56,00%

I prefer to see as much asinformation possible

Only a picture of the productalready seeks my attention

On an advertisement...

62,00%

38,00%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

I see how much advantages a product willbring me

A whole family enjoys the product

An advertisement catches my attention more if…

Rijlabels Aantal van Var 11 I see an advertisement that is about a discount from last week…

1 50,00% I do not take a look at it anymore, because it is not relevant anymore50,00%

2 50,00% I still take a look at it, in case such a discount might happen again50,00%


Rijlabels Aantal van Var 12 I see an advertisement about a product that claims it can improve my work…

1 66,00% It catches my interest, because I would like to have a product that can improve my work66,00%

2 34,00% It does not catch my interest, because I believe that no product can improve my work. I have to work hard for it myself.34,00%


Rijlabels Aantal van Var 13 Based on these two advertisements, which company would you go for?

1 38,00% Left (Sequential) 38,00%

2 62,00% Right (Synchronic) 62,00%


Rijlabels Aantal van Var 14 Based on these two advertisements, which one would be more likely to make you stop smoking?

1 32,00% Left (Neutral) 32,00%

2 68,00% Right (Emotional) 68,00%


Rijlabels Aantal van Var 15 Based on these two advertisements, which one would be the most likely to make you do something against food waste?

1 32,00% Left (Neutral) 32,00%

2 68,00% Right (Emotional) 68,00%


50%50%

I see an advertisement that is

about a discount from last week…

I do not take a look at it anymore, because it is not relevant anymore

I still take a look at it, in case such a discount might happen again

66%

34%

I see an advertisement about a product

that claims it can improve my work…

It catches my interest, because I would like to have a product that can improve mywork

It does not catch my interest, because I believe that no product can improve my work. Ihave to work hard for i t myself.

38%

62%

Based on these two advertisements,

which company would you go for?

Left (Sequential ) Right (Synchronic)

32%

68%


which one would be more likely to make you stop smoking?

Left (Neutral) Right (Emotional)

32%

68%

which advertisement would be the most

likely to make you do something against food waste?

Left (Neutral) Right (Emotional)

Which advertisement would make you the


67

Rijlabels Aantal van Var 7 If I see an advertisement with a product that I like very much…

1 64,00% I enthusiastically tell my friends or family about it64,00%

2 36,00% I keep it for me 36,00%


Rijlabels Aantal van Var 8 An advertisement catches my attention sooner by playing on my emotions…

1 58,00% True 58,00%

2 42,00% False 42,00%


Rijlabels Aantal van Var 9 I see an advertisement about an amazing discount on a new kitchen machine, which makes me really excited about. What are you likely to do?

1 56,00% I tell my family about it, because they might like it as well56,00%

2 44,00% I tell my family, friends and colleagues, because they might like it as well44,00%


Rijlabels Aantal van Var 10 If I see someone on an advertisement who has achieved something really great….

1 50,00% I am more triggered to do my best as well50,00%

2 50,00% It does not influence me, I am who I am50,00%


2

Eindtotaal

64,00%

36,00%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

I enthusiastically tell my friends orfamily about it

I keep it for me

If I see an advertisement with a

product that I like very much…

58,00%

42,00%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

True False

An advertisement catches my attention

sooner by playing on my emotions…

56,00%

44,00%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

I tell my family about it, because theymight like it as well

I tell my family, friends and colleagues,because they might like it as well

I see an advertisement about an amazing

discount on a new kitchen machine, which makes me really excited about. What are

you likely to do?

50,00% 50,00%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

I am more tr iggered to do my best aswell

It does not influence me, I am who I am

If I see someone on an advertisement

who has achieved something really great….

Rijlabels Aantal van Var 16 Which advertisement would make you the most likely to apply?

1 50,00% Left (Diffuse) 50,00%

2 50,00% Right (Specific) 50,00%


Rijlabels Aantal van Var 17 Based on these two advertisements, which work environments would attract you the most?

1 60,00% Left (Diffuse) 60,00%

2 40,00% Right (Specific) 40,00%


Rijlabels Aantal van Var 18 Based on these two advertisements, which one attracts you the most?

1 48,00% Left (Internal) 48,00%

2 52,00% Right (External) 52,00%


Rijlabels Aantal van Var 19 Based on these two advertisements, which one would be the most likely to join the army?

1 38,00% Left (Individualism) 38,00%

2 62,00% Right (Communitarianism)62,00%


Rijlabels Aantal van Var 20 Which advertisement do you agree the most with?

1 58,00% Left (Universalism) 58,00%

2 42,00% Right (Particularism) 42,00%


50%50%

Which advertisement would make you the

most likely to apply?

Left (Diffuse) Right (Specific)

60%

40%

Which work environments would attract

you the most?

Left (Diffuse) Right (Specific)

48%52%


which one attracts you the most?

Left (Internal ) Right (External)

38%

62%


which one would be the most likely to join the army?

Left (Individual ism) Right (Communitarianism)

Which advertisement do you agree the

most with?


68

Aantal van Var 2 Kolomlabels Age

Rijlabels 2 3 4 Eindtotaal Gender 19-35 36-50 51+ Eindtotaal

1 60,61% 45,45% 16,67% 52,00% Female 60,61% 45,45% 16,67% 52,00%

2 39,39% 54,55% 83,33% 48,00% Male 39,39% 54,55% 83,33% 48,00%

Eindtotaal 100,00% 100,00% 100,00% 100,00% Eindtotaal 100,00% 100,00% 100,00% 100,00%

Aantal van Var 1 Kolomlabels Gender

Rijlabels 1 2 Eindtotaal Age Female Male Eindtotaal

2 76,92% 54,17% 66,00% 19-35 76,92% 54,17% 66,00%

3 19,23% 25,00% 22,00% 36-50 19,23% 25,00% 22,00%

4 3,85% 20,83% 12,00% 51+ 3,85% 20,83% 12,00%

Eindtotaal 100,00% 100,00% 100,00% Eindtotaal 100,00% 100,00% 100,00%

Aantal van Var 13Kolomlabels

Rijlabels 1 2 Eindtotaal Country of birth1 = Left (sequential)Right (Synchronic)Eindtotaal

1 89,47% 61,29% 72,00% The Netherlands 89,47% 61,29% 72,00%

2 10,53% 38,71% 28,00% Surinam 10,53% 38,71% 28,00%


Aantal van Var 3 Kolomlabels Country of birth

Rijlabels 1 2 Eindtotaal The NetherlandsSurinam Eindtotaal

1 47,22% 14,29% 38,00% Left (sequential) 47,22% 14,29% 38,00%

2 52,78% 85,71% 62,00% Right (synchronic 52,78% 85,71% 62,00%


0,00%

20,00%

40,00%

60,00%

80,00%

100,00%



1 = Left (sequential) Right (Synchronic)

0,00%

20,00%

40,00%

60,00%

80,00%

100,00%



which company would you go for?

Left (sequential) Right (synchronic

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

19-35 36-50 51+

Age

Grafiektitel

Female Male

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%

19-35 36-50 51+

Grafiektitel

Gender Female Gender Male


Rijlabels 1 2 Eindtotaal Country of birthLeft (neutral)Right (emotional)Eindtotaal

1 100,00% 58,82% 72,00% The Netherlands 100,00% 58,82% 72,00%

2 0,00% 41,18% 28,00% Surinam 0,00% 41,18% 28,00%




1 44,44% 0,00% 32,00% Left (neutral) 44,44% 0,00% 32,00%

2 55,56% 100,00% 68,00% Right (emotional) 55,56% 100,00% 68,00%



Rijlabels 1 2 Eindtotaal Country of birthLeft (neutral)Right (emotional)Eindtotaal

1 93,75% 61,76% 72,00% The Netherlands 93,75% 61,76% 72,00%

2 6,25% 38,24% 28,00% Surinam 6,25% 38,24% 28,00%




1 41,67% 7,14% 32,00% Left (neutral) 41,67% 7,14% 32,00%

2 58,33% 92,86% 68,00% Right (emotional) 58,33% 92,86% 68,00%


0,00%

20,00%

40,00%

60,00%

80,00%

100,00%

120,00%


Which advertisement would be more likely to make you stop smoking?


0,00%

20,00%

40,00%

60,00%

80,00%

100,00%

120,00%


Which advertisement would be more likely to make you stop smoking?


0,00%

20,00%

40,00%

60,00%

80,00%

100,00%


which advertisment would be the most likely to make you do something

against food waste?


69


Rijlabels 1 2 Eindtotaal Country of birthLeft (diffuse) Right (Specific)Eindtotaal

1 88,00% 56,00% 72,00% The Netherlands 88,00% 56,00% 72,00%

2 12,00% 44,00% 28,00% Surinam 12,00% 44,00% 28,00%




1 61,11% 21,43% 50,00% Left (diffuse) 61,11% 21,43% 50,00%

2 38,89% 78,57% 50,00% Right (specific) 38,89% 78,57% 50,00%



Rijlabels 1 2 Eindtotaal Country of birthLeft (diffuse) Right (specific)Eindtotaal

1 86,67% 50,00% 72,00% The Netherlands 86,67% 50,00% 72,00%

2 13,33% 50,00% 28,00% Surinam 13,33% 50,00% 28,00%


Aantal van Var 3 Kolomlabels


1 72,22% 28,57% 60,00% Left (diffuse) 72,22% 28,57% 60,00%

2 27,78% 71,43% 40,00% Right (specific) 27,78% 71,43% 40,00%


0,00%

20,00%

40,00%

60,00%

80,00%

100,00%



Left (diffuse) Right (Specific)

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

90,00%




0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%




0,00%

20,00%

40,00%

60,00%

80,00%

100,00%





70

9.3. Appendix 3: Student Ethics Form

a thesis submitted for the degree of bachelor of european

Documents