Your company sells Baker's Cinnamon Soda with the tagline, "Because life happens in the moment." What dimension would likely be low for the countries that responded best to this message?

Question

BlackTom AI · Accepted Answer

Step through each option to match the cultural dimension that would align with the message 'Because life happens in the moment.'

Option 1: 'Low Power Distance, like in Austria' This choice refers to how comfortable people are with hierarchical differences in society. While Austria may indeed have relatively low power distance, this dimension does not directly relate to the appeal of a message framed around living in the moment. The question is about time orientation driving response to the tagline, not authority structures.

Option 2: 'Low Uncertainty Avoidance, like in Singapore' Singapore is actually known for relatively high uncertainty avoidance (favoring rules and predictability). The suggested 'low uncertainty avoidance' here conflicts with the well-documented profile of Singapore, and even if it were accurate, uncertainty avoidance is not the dimension most directly linked to a message about living in the moment.

Option 3: 'Low Individualism, like in Guatemala' This describes a more collectivist culture, but it does not address time orientation. A collectivist society can still vary in how they respond to messages about spontaneity or living in the moment, but this option ties the response to social structure rather than temporal perspective, making it a less direct fit for the stated aim.

Option 4: 'Low Masculinity, like in Sweden' This refers to gender-role expectations and competitive vs. cooperative values. While cultural masculinity can influence marketing tone, it does not directly map to the concept of time orientation that would determine responsiveness to a tagline about living in the moment.

Option 5: 'Short-Term Time Orientation, like in Sierra Leone' This option directly references time orientation. If a country has a short-term (or near-term) time horizon, marketing that emphasizes spontaneity, momentary experiences, and immediate gratification tends to resonate more. Sierra Leone is often categorized as having a shorter-term orientation, so a message about living in the moment would align with that dimension. Therefore this option best matches the idea that the dimension likely to be low (or characteristic) in the respondent group is the long-term orientation? While phrased as 'Short-Term Time Orientation,' the alignment with the tagline suggests the audience responds to immediate experiences, making this option the most conceptually coherent fit among those listed.

Putting it together, the other options relate to different cultural dimensions (power distance, uncertainty avoidance, individualism/collectivism, masculinity) that do not directly explain why a 'in the moment' message would resonate with certain countries, whereas the time-orientation option directly ties the messaging to how people perceive and value immediate versus future considerations. The most aligned choice with the tagline’s emphasis on immediacy is the one referencing Short-Term Time Orientation, like in Sierra Leone.

MARKETNG 211-02 FA 25 Quiz #3 Chapter 8 (Global Marketing)

Your company sells Baker's Cinnamon Soda with the tagline, "Because life happens in the moment." What dimension would likely be low for the countries that responded best to this message?

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