0.17 Social learning theory and personality development  (Page 11/30)

As challenging as it might seem to address these issues (and the many more we have not covered), it is essential for individuals involved in global marketing and advertising:

The cultural variety of countries worldwide as well as in Europe implies that success in one country does not automatically mean success in other countries…finding the most relevant cultural values is difficult, especially because many researchers are based in Western societies that are individualistic and have universalistic values. Western marketers, advertisers, and researchers are inclined to search for similarities, whereas understanding the differences will be more profitable…There are global products and global brands, but there are no global buying motives for such brands because people are not global. Understanding people across cultures is the first and most important step in international marketing. (pg. 314; de Mooij, 2004b)

Finally, none of these approaches to international marketing and advertising is going to be successful if business relationships are not established in the first place. In The Cultural Dimension of International Business , Ferraro (2006b) offers a comprehensive guide to understanding cultural differences. In addition to the importance of being aware of such factors, which the very existence of the books and articles in this section belies, Ferraro emphasizes cultural differences in communication. For individuals working in a foreign country where English is not the first language, good communication becomes a matter of intent:

Because communication is so vitally important for conducting business at home, it should come as no surprise that it is equally important for successful business abroad. The single best way to become an effective communicator as an expatriate is to learn the local language…Besides knowing how to speak another language, expatriate candidates should demonstrate a willingness to use it. For a variety of reasons, some people lack the motivation, confidence, or willingness to throw themselves into conversational situations. [Authors note: see the section on self-efficacy below] …Thus, communication skills must be assessed in terms of language competency, motivation to learn another language, and willingness to use it in professional and personal situations. (pg. 170; Ferraro, 2006b)

Self-Regulation and Self-Efficacy

Self-regulation and self-efficacy are two elements of Bandura’s theory that rely heavily on cognitive processes. They represent an individual’s ability to control their behavior through internal reward or punishment, in the case of self-regulation, and their beliefs in their ability to achieve desired goals as a result of their own actions, in the case of self-efficacy. Bandura never rejects the influence of external rewards or punishments, but he proposes that including internal, self-reinforcement and self-punishment expands the potential for learning:

…Theories that explain human behavior as solely the product of external rewards and punishments present a truncated image of people because they possess self-reactive capacities that enable them to exercise some control over their own feelings, thoughts, and actions. Behavior is therefore regulated by the interplay of self-generated and external sources of influence… (pg. 129; Bandura, 1977)