Psychological and cultural insights Essay Example | Topics and Well Written Essays - 3000 words

Psychological and cultural insights - Essay Example The binary nature of the ethnic perception has created two distinct cultural segments â€Å"the east and the west†. The segments are not only geographically separated by political borders but are also diversified in terms of psychographic nature of the residing people ((Luo, 2008). On a geographical perspective, the western countries include the nations like the UK, USA, France, Germany, etc and on contrary the eastern countries encompasses Mainland China, India, UAE, Thailand, etc. Although the geographic distinction is quite apparent, however, that is not the only rationale for diversity of perception. According to The Hofstede Centre (2015), the cultural practices vary largely across national borders. The people bear different psychological profile and engage in different social practices, which is a clear reflection of psychographic diversity.Eng and Bogaert, (2010) mentioned that the psychographic profile of an individual largely influences his perception of a particular stimulus. To put it simply, two individuals belonging from different cultural background is most likely to react differently to a same stimulus. This theory stands corrected in the Watson and Wright’s (2000) study of ethnocentric consumer behaviour. A consumer’s perception of a particular brand is largely influenced by his ethnicity. His country of origin and his cultural background plays a major role in deciding the perceived value of a brand. This is mostly because of the fact that an individual designs his perception based on his surroundings.