دانلود رایگان مقاله تحقیق میان فرهنگ قدرت درک شده نمادگرایی انسانی و مذهبی و استفاده از پول

abstract

This study examines money's symbolic meaning to consumers. The long interview method was applied in India and Korea with emic and etic interpretations to uncover important cultural contextual influences regarding deep-seated symbolic motivations relating to money. Specifically, some Koreans emphasize the importance of spending for enjoyment and the dangers of excessive saving, while Indians universally endorse saving. To provide additional insights, this study introduces folk tale elicitation (FTE). Study results reveal several themes, including money's importance and necessity for providing, security, social legitimacy and respect; the danger of excessive material desire and the potential deleterious transformational nature of wealth; and the importance of providing for one's family. These differences may reflect and stem from economic and cultural differences between the two nations.

8. Conclusion

So what can be concluded through these studies? Meanings of money are complex, culturally ingrained and reflect the economic realities and aspirations of consumers and societies. Money is important for living, and as a social indicator of prestige, stature and respect. However, surfeit money comes with problems, and excessive greed can be dangerous. Saving and sharing money are also important. Results show differences across India and South Korea on the extent of saving, who the money was shared with, and the underlying drivers for saving and sharing money. Religion (dharma in India) and social norms emerge as the foundations of attitudes and meanings associated with money. From a methods perspective, long interviews provide rich, contextual data, and an understanding of the impact of culture, economic development and family structure in these two nations. One major contribution of this study is introducing folk tale elicitation and analysis as a research technique. Analyzing stories relating to money supports that the narratives discussed by both Indian and Korean respondents follow the typical storytelling format proposed by Woodside (2010). Stories provide metaphoric, thematic narrative content that can reveal deep seated and unconscious attitudes toward money. Story selection serves to symbolize a family's values and preferences and project core values (Jung, 1948/1990; Lévi-Strauss, 1963). This technique offers an alternative when respondents cannot explain the behavior using traditional research methods and provides a promising method for future research.