Finding of Cultural Studies

5.0 Finding of study

Through reading the journal of cultural perceptions and values, we know that the role of culture is very important in once country. Every country has its own culture, so it might bring misunderstanding and cultural shock, all obstacles in cross, we should overcome it. Culture plays a large part in non-verbal communication. In addition, some countries are cross-cultural, for example Malaysia, Unites States and so on. In recent years, at the background of globalization, Eastern and Western cultural occurred interweaves the collision. Eastern culture and the Western culture are two absolutely different cultural systems. Perception and cognition play an important role in subjective in human experiences, so that learning these differences realms is crucial to comprehend cross-cultural consumer behavior. Culture conditions individual perception and cognition will affect the feel, respond and attend of people and also crafting their opinion of life and concepts. Thus, perception and Cognition are relies on conscious inputs at an individual standard but it can be modified by elements that are endogenous to the perceiver for instance cultural expectations, feelings and needs. Culture influences perception and afterward cognition at both the society and individual standard.

The environment also will affect the perception of a person. The process where people notice of their surrounding is also based on culture differences in perception. According to Markus and Kitayama (1991), culture will changes the way of the relationship between themselves and others. The Western are more likely to be an independent person which mainly focus on their own goals and needs. They place a high value on their personal goals which they prefer to be unique more than being comfort. Westerners more concern about their own related target and achievement and their self-perception mainly includes distinct personal characteristics and properties. Due to their high value on personal needs, they will join a group in order to reach their goals therefore if the group fail to serve their needs and goals then they will leave or change to other group conversely, Eastern will focus more on other’s opinion and thoughts and how will their image appear on the society. They are more concern about inter-personal realm, the views or responses of others, and how their public self emerges to the other of society. In confusion values show that eastern should be humble and accept other’s perception and needs. They will also think of how their actions will affect their image on the group. In all, Eastern are more likely to follow their groups. Language is the major medium used in cross-cultural communication. Perception of emotions can be classified into two types, there are ego- focused and other-focused emotion. Easterners and Westerners have different facial emotion due to affected by different culture.

Culture also shows that there are two types of emotion. First, it is ego-focused emotions which is anger, frustration and pride the next one will be other-focused emotions which includes shame, sympathy and feelings. Based on a series of research and experiment that has been done, it show that eastern are easily to influence by other’s emotions. If their surrounding people are having bad mood, they will more likely be in bad mood too. In contrast, western separate people as independent and they having difficulties in analyzing other’s emotional.