The value for time and timeliness vary across cultures.
Americans, with high individualism, typically place a high value on time and timeliness.
Consumers from other cultures with less individualism do not value timeliness as Americans do.
Body language refers to the nonverbal communication cues signaled by somatic (uncontrollable biological) responses.
These cues can be more telling than the words that are spoken.
Body language, be real or virtual, can affect the value of an interaction.
The mannerisms that reveal meaning include the following characteristics:
Facial expressions
Posture
Arm/leg position
Skin conditions
Voice
Space varies in importance with different places. The value that consumers place on space can affect the communication styles.
Etiquette represents the customary mannerisms that consumers use in common social situations.
It varies considerably from one culture to another.
Service providers must be sensitive to these differences.
When consumers are unaware or lack concern for the proper etiquette in a given situation, it results in an awkward and diminished value of experience.
There are different ways how consumers respond to marketers when they attempt to build a personal relationship.
The differing CSVs have varied implications for consumer-brand or consumer-service provider relationships.
Marketing appeals aimed at building personal relationships should emphasize specifically to different groups and individuals.
Similar to other nonverbal elements, indication of agreement depends on the culture.
Marketers must be aware of these variations.
The extent to which a contract is seen as binding varies from place to place.
Because cultures have different value profiles, objects and activities take on different symbolic or semiotic meaning from culture to culture. The symbolic meaning of objects also affects gift- giving from culture to culture.