Internal Direction versus Outer Direction in Romanian and German Advertising
Internal Direction versus Outer Direction in Romanian and German Advertising

Author(s): Patrick Lavrits
Subject(s): Economy, Financial Markets, Marketing / Advertising, Socio-Economic Research
Published by: Editura Lumen, Asociatia Lumen
Keywords: interculturality;intercultural perception;internal direction vs. outer direction;advertising;
Summary/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.

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