Page 234 - Cultures and Organizations

What Is Different Is Dangerous 207

In shopping for food and beverages, higher UAI stands for valuing
purity and basic products. Uncertainty- avoiding cultures used mineral
water rather than tap water, even where the tap water was of good qual-
ity. They ate more fresh fruits and used more pure sugar. Uncertainty-
accepting cultures valued convenience over purity: they consumed more
ready-made products, such as ice cream, frozen foods, confectionery, and
savory snacks.
Uncertainty- avoiding cultures believed more in cleanliness: they used
more laundry detergent. On the other hand, uncertainty- accepting cultures
valued looks more than cleanliness: they used more beauty products, such
as lipstick, mascara, body lotion, deodorant, hair conditioner, facial mois-
turizing cream, face cleaner, and other cosmetics.
People in uncertainty- avoiding cultures bought new cars rather than
used ones. People in uncertainty- accepting cultures would more often per-
form jobs in the home themselves—for example, painting and wallpaper-
ing; in high-UAI countries people preferred playing it safe and leaving such
jobs to experts.
People in uncertainty- accepting cultures were found to read more
books and newspapers. They more often claimed that ethical consider-

ations influenced their buying decisions. 32
Customers in higher-UAI cultures tended to be hesitant toward new
products and information. They were slower in introducing electronic com-
34
33
munication tools (mobile telephones, e-mail, the Internet). Customers
in lower UAI cultures more often used the Internet to compare service
providers. 35
Advertising campaigns, in print and on TV, for uncertainty avoid-
ing cultures frequently feature experts, such as doctors in white coats,
who recommend the product. Ads in uncertainty- accepting cultures more
frequently use humor. Ads from sellers in other EU countries are more

frequently read in low-UAI cultures. 36

In financial matters people from high-UAI countries take fewer risks:
they tend to invest less in stocks and more in precious metals and gems.
They are also slower in paying their bills, which may be a problem in trade
with uncertainty- accepting countries. 37
Table 6.3 continues the summary of key differences between weak
and strong uncertainty- avoidance societies started in Table 6.2. Again the