This knowledge gave me a frame by which to explain that it MyBreakTrip.com could be a profitable idea. So, I think that by being a kind of educator to the group who could not understand this pop culture idea made them feel more comfortable about the campaign direction. By having more knowledge about this idea of consumer behaviour, group members were more comfortable moving forward with this idea.Many group members were from collectivist cultures. These are cultures where group loyalty is very important and saving face important (reputation). Therefore the group wanted to work together collectively instead of dividing tasks individually. I personally felt that this was not making good use of the time allowed for the campaign project, but others thought working together would get the project done faster and better.One of the things that I noticed was that when there was disagreement about task direction, some group members were frustrated that their opinion had been challenged. This is in line with literature about collectivist culture values on group reputation (Cheung, et al. However, many group members were overly approving of my ideas and I was uncertain whether this was just courtesy or whether it was a product of a collectivist mindset. For example, one of my tasks was to complete the SWOT Analysis because I studied computer graphics at the university. The group was very ecstatic about the direction and visuals I had taken. What I really wanted was criticism if there was any, but the group decided to go with my direction. Was this just being courteous and I wondered if the project might not have the perfect quality without criticism. In the group, there was only one male (myself) and the rest female. This made it difficult for me to be more straight-forward also. I thought perhaps that this might have had something to do with why there was minimal criticism that is so important when working in groups.When this type of situation happened more than once, I remembered my previous learning about saving face as a cultural belief. This gave me different communications strategies to try to better manage group working at the cultural level. Instead of providing minor critique of various campaign tasks I waited and tended to go with the group’s opinion. This gave me an opportunity to consider whether being straight-forward whilst also balancing respect would have been
Services Review, 32(2), pp.164-173.
Troyna, B. (1993). Providing Support or Denying Access – The Experiences of Students
Designated as ESL and SN in a Multi-Ethnic Secondary School, Educational Review,
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