The Marketers of an Investment Firm Just Developed a Promotional

Multiple Choice

The marketers of an investment firm just developed a promotional campaign for a new financial service. In a print ad intended for its Chinese market, a representative from the firm is shown shaking hands with an Asian customer-a symbol that a business relationship based on trust and honor has been established. To convey this same message to its U.S. market, the U.S. print ad features a customer in an office formally signing a contract. Which of Hofstede's cultural dimensions accounts for the difference in the two ads?

A) power distance
B) indulgence
C) time orientation
D) uncertainty avoidance
E) individualism