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Internal Direction versus Outer Direction in Romanian and German Advertising

In: World Lumen Congress 2021

Author

Listed:
  • Patrick Lavrits

    (Lecturer PhD., Faculty of Economics and Business Administration West University of Timisoara)

Abstract

People try to control and dominate their environment or are dominated by it. This is related to how they try to handle their existence. Personal, individual life is very important in cultures where self-control is common. People are convinced that they can control nature by imposing their will. In cultures characterized by outer control, nature is considered much stronger than the individual. People see themselves as part of nature and want to live in harmony with nature. People believe that they cannot determine their own destiny, as it is influenced by external circumstances.

Suggested Citation

  • Patrick Lavrits, 2022. "Internal Direction versus Outer Direction in Romanian and German Advertising," Book chapters-LUMEN Proceedings, in: Antonio Sandu (ed.), World Lumen Congress 2021, edition 1, volume 17, chapter 34, pages 349-359, Editura Lumen.
    • Handle: RePEc:lum:prchap:17-34
    DOI: https://doi.org/10.18662/wlc2021/34
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    More about this item

    Keywords

    interculturality; intercultural perception; internal direction vs. outer direction; advertising;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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