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  1. 1. EUROPEAN PERCEPTION OF EAST ASIAN CULTURES Research on cultural values from China, Japan, South-Korea, andThailand Alexandre GENTNER Daniel ESQUIVEL ELIZONDO Aurlien BADOIL Carole FAVART TOYOTA MOTOR EUROPE .eu Productandserviceexperiencedesign
  2. 2. Dinner scene - Mr. Baseball (1992) CULTURE IS AFUZZY SET OF BASIC ASSUMPTIONS ANDVALUES, ORIENTATIONS TO LIFE, BELIEFS, POLICIES, PROCEDURES AND BEHAVIOURAL CONVENTIONS (Spencer-Oatey, 2012)
  3. 3. Contemporary design inspired by culture Liu Jiakun Min Chen Sozen design Studio KDSZ Kengo Kuma Jin Kuramoto Eisuke Tsuboi Yoshihara works Iroje KHM architects Jeonghwa Kim Daegun Chaehoon Moon JUNSEKINO architects Annop Jareonkitpoolpol Jitrin Jintaprecha Jitrin Jintaprecha
  4. 4. HOWTO OBSERVE AND COMPARE COUNTRY-RELATED CULTURALVALUES? Taxi scene - Lost in translation (2003)
  5. 5. Chinese culture Japanese culture South-Korean culture Thai culture Scope of the project
  6. 6. Chinese culture Connoisseurs from EU Japanese culture Connoisseurs from EU South-Korean culture Connoisseurs from EU Thai culture Connoisseurs from EU Compare European perception of East Asian cultures
  7. 7. Chinese culture Connoisseurs from EUChinese nationals Japanese culture Connoisseurs from EUJapanese nationals South-Korean culture Connoisseurs from EUSouth-Korean nationals Thai culture Connoisseurs from EUThai nationals Compare perception of an East Asian culture (internal vs. external POV)
  8. 8. Value cards CULTURAL/VALUE MODELS SCHWARTZ VALUE SURVEY (1995) Structure of human values 10 dimensions KLOCKHOLN & STRODTBECK FRAMEWORK (1961) Conceptualization of cultural dimensions 6 dimensions trompenaars dimensions (1993) Value orientations at work 7 dimensions social axioms (2002) Basic truths or premises 5 dimensions rokeach value survey: Terminal values (1973) Desirable end-states of existence 18 values SCHWARTZ CULTURAL DIMENSIONS (2000) National-cultural values 7 dimensions hofstedes study (1980) Classic study of work values 4 dimensions the globe survey (2004) Cultural variations at work 9 dimensions 5-FACTOR MODEL OF PERSONALITY, Russel (1989) Personality-trait theory 5 dimensions rokeach value survey: BEhavioural values (1973) Preferable modes of behavior 18 values
  9. 9. Category cards
  10. 10. Category cards
  11. 11. INTRODUCTION Discussion based on category cards Which of these categories would you pick as most important to describe this culture to some- one? QUALITATIVE VALUE EVALUATION Evaluation of values on 5-point scale (from not at all corresponds to completely corresponds) To what extent are these values relevant to describe the culture under study? QUANTITATIVE Explanation of each value score Why this score? QUALITATIVE SINGULARITY EVALUATION Japanese culture interviews > Japan, East-Asia, & Western Europe options Other interviews > [Country], Japan, & Western Europe options Which values would you say are unique to these cultures? Please comment your selection PARTICIPANTS 45% female, 55% male 10 natives & 10 connoisseurs from Eu- rope per country 80 participants in total 1 hour long individual interviews Protocol
  12. 12. completely corresponds corresponds moderately corresponds does not correspond does not correspond at all EUJP JP EUCN+KO+TH EXAMPLE OF VALUES ASSOCIATED BY EUROPEANS -Respect for traditions (EUJP.AVG : 1.9) -Polite (EUJP.AVG : 1.7) -Meticulous, attention to details(EUJP.AVG : 1.6) -Obedient, docile (EUJP.AVG : 1.4) -Logical(EUJP.AVG : 1.1) SIGNIFICANT DIFFERENCES BETWEEN EU & JP -Organized(EUAVG : 1.0, EUSD : 0.44, JPAVG : 1.8, JPSD : 0.17) EUJP Normally yes, but problem can occur when unusual situations occur. (P-67, EUJP ) JP There is no mess.(P-78, JP) -Self-discipline (EUAVG : 1.4, EUSD : 0.7, JPAVG : 0.5, JPSD : 1.1) EUJP If you do not display self-discipline, you are badly seem, not recognized as Japanese by Japanese.(P-76, EUJP ) JP When people look at them, but in secret they are not self-disciplined.(P-87, JP) -Logical (EUAVG : 1.1, EUSD : 0.7, JPAVG : 0.1, JPSD : 0.9) EUJP Very logical, a certain consistent logic: not necessarily the same that other cultures might have but the same among all JP.(P-71, EUJP ) JP At work yes, when we finish work it is very illogic.(P-80, JP) -Respect for traditions (EUAVG : 1.9, EUSD : 0.1, JPAVG : 1.0, JPSD : 0.66) EUJP More than 100 years old festivals are kept entirely over time.(P-74, EUJP ) JP Some traditions got forgotten by younger generation.(P-69, JP) Example of results Japanese cultural values Values singular to Japanese culture from a European POV Values specific to Japanese culture and another East Asian culture from a European POV Significant differences between European and Japanese POVs PARTICIPANT NATIONALITYCOUNTRY CULTURE
  13. 13. Example of results East Asian common cultural values from European perspective EUCN.AVG : 1.5 EUCN.SD : 0.9 They have high respect for the elderly. They fell that there are structures that must be respected.(P-34, EUCN ) During ceremonies the rituals are coded. Things are done according to the rules.(P-18, EUCN ) EUJP.AVG : 1.9 EUJP.SD : 0.1 Huge number of events marking things from the past. There is a unique tensionbetween modernism and traditions.(P-70, EUJP ) More than 100 years old festivals are kept entirely over time.(P-74, EUJP ) EUKO.AVG : 1.6 EUKO.SD : 0.7 They are closer to traditions han we are here in Europe. I also think they are more superstitious: they believe in things from the past.(P-10, EUKO ) There is a yearly celebration when you go back to the village or city where you where born. It is a way to show respect for your ancestors.(P-56, EUKO ) EUTH.AVG : 1.8 EUTH.SD : 0.4 They go forward while respecting their traditions.(P-45, EUTH ) Most Thai have a Buddhist temple in their home. I could experience it in my fiancs family.(P-24, EUTH )
  14. 14. Values singular to a country culture Values specific to the cultures of two countries Example of results East Asian cultural values cartography from European perspective
  15. 15. Conclusion UNDERSTAND CULTURAL VALUES PERCEIVED BY EUROPEANS PERCEPTION DIFFERENCES BETWEEN INTERNAL AND EUROPEAN POINT OF VIEWS CARTOGRAPHY OF EUROPEAN PERCEPTION OF EAST ASIAN CULTURES INSIGHTS FROM PARTICIPANTSCOMMENTS TOOL TO DESIGN PRODUCTS WITH CULTURAL REFERENCES NEXT STEP: PERCEPTION OF PRODUCTS WITH CULTURAL REFERENCES NEXT STEP: PERCEPTION OF OTHER CULTURES
  16. 16. THANKYOU Alexandre GENTNER | UX Strategist, Kokekoko Daniel ESQUIVEL ELIZONDO | Kansei Expert, Kansei Design -Toyota Motor Europe Aurlien BADOIL | Designer, Kansei Design -Toyota Motor Europe Carole FAVART | General Manager, Kansei Design -Toyota Motor Europe TOYOTA MOTOR EUROPE .eu Productandserviceexperiencedesign

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