Europe

Europe is considered a part of individualist culture, however, it is valuable to go beyond the dichotomy of individualism and collectivism and see the nuances of how particular nations are perceived. Countries are represented in the minds of people in complex multidimensional manner. The overall evaluation of country as a whole and their people encapsulates, however, doesn’t capture fine distinctions among the countries. It is important to compare and contrast the countries on more comprehensive measures to be able to have inclusive perspective of these countries. This extensive assessment of countries can help predict and explain differences in the evaluations and purchase intentions of products and services.

Figure 1: Depicts overall evaluation of a country and evaluation of people of European nations

Figure 2: Depicts personality perceptions of European nations

When asked about the first thoughts about specific European countries, following are reflections of young consumers.

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