This thesis is focusing on increasing the competitiveness of Škoda Auto Pvt. Ltd. and its production in India. The theoretical part contains a definition of globalization, international business and cultural differences based on a theory of Dutch psychologist Geert Hofstede. The practical part is analyzing specifications of the automobile industry in India and its growth. Furthermore it investigates the positions of Czech car producer Škoda Auto and its competitiveness within this industry. The data obtained were used in preparation of several variants. These variants are designed to improve the competitive position of Škoda Auto Pvt. Ltd. on the market.

Research on the influence of culture on creativity is in its infancy. Organizations world-wide may benefit from such research by implementing work environments that maximize creativity. In this article, the cross-cultural differences in creativity and the cultural values of cognitive uncertainty and desire for change were investigated. Three hundred eighty three undergraduate students from the University of North Florida and the University of Pretoria in South Africa participated in a study where creativity was measured using the Abbreviated Torrance Test for Adults (ATTA; Goff & Torrance, 2002) and the Creative Achievement Questionnaire (CAQ), particularly the portion of the CAQ identifying domain specific achievements (CAQ; Carson, Peterson, & Higgins, 2005). In addition to measuring creativity levels in both cultures, two cultural values, Cognitive Uncertainty and Desire for Change, were measured. Results indicate a significant positive correlation between Desire for Change and the CAQ in the United States and a significant negative correlation between Cognitive Uncertainty and the CAQ in South Africa. Independent samples t-tests were also conducted, resulting in higher scores from the United States sample on the ATTA and higher scores from the South African sample on Cognitive Uncertainty. It is argued that the results could have implications for developing work environments that foster creativity.

This thesis deals with cultural differences and creation of marketing campaign according to the nationality of the consumer. The theoretical part discusses the principles of marketing campaign, intercultural marketing and cultural diversity. Two researches will be carried out in this work: the first research aims to determine whether advertising enters into a stylish and cultural conflict with the social environment, the second research aims to make recommendations for creating marketing campaigns for selected countries based on secondary data.

Un nombre croissant de recherches indique que les consommateurs utilisent les produits de marque comme outils pour construire et communiquer leur propre identité. Les produits de marque servent de marqueurs de statut et de symboles d’appartenance à un groupe et permettent aux consommateurs de se différencier des autres et d’exprimer leur individualité. Pour créer des marques qui peuvent servir à construire des identités personnelles et pour renforcer le lien entre la marque et le consommateur, il est important que les consommateurs puissent participer au processus de création (co-création). La personnalisation des produits à grande échelle est un outil particulièrement utile pour impliquer les consommateurs dans ce processus qui contribue à augmenter la satisfaction des clients et leur consentement à payer. Cependant, les théories actuelles sur l’utilisation des marques comme marqueurs d’identités personnelles et les théories sur les stratégies visant à renforcer la relation entre la marque et le consommateur ont été élaborées principalement dans un contexte occidental. Le but de cette recherche est donc d’étudier dans quelle mesure les consommateurs d’Asie de l’Est diffèrent, dans leur utilisation des marques comme marqueurs d’identité personnelle, des consommateurs occidentaux. Elle explore également les implications potentielles des différences interculturelles dans la communication des identités personnelles pour la personnalisation des produits et pour la relation entre les marques et les consommateurs. Suite à des études antérieures indiquant que les vêtements et les accessoires de mode sont fréquemment utilisés par les consommateurs pour communiquer leur identité, la présente recherche se concentre sur les produits de mode de marques de luxe et les produits de marques grand public. Conformément à la tradition de la psychologie culturelle, cette thèse part de l’hypothèse que les variations culturelles dans la conception de soi et dans les relations entre l’individu et les autres permettent d’expliquer des différences dans le comportement des consommateurs. Une approche mixte est utilisée pour étudier les différences interculturelles entre des échantillons représentant une culture collectiviste de l’Asie de l’Est (Corée du Sud) et des échantillons représentant une culture individualiste occidentale (Allemagne). Les données quantitatives recueillies au moyen de questionnaires (études 1A et 1B) sont combinées avec les données qualitatives recueillies au moyen d’entretiens semi-structurés en profondeur (études 2A et 2B). Cette recherche apporte de nouveaux éléments concernant les différences interculturelles et permet d'enrichir les théories sur la relation entre la marque et le consommateur et sur l’utilisation des marques comme marqueurs d’identité personnelle. Elle contribue également au courant de recherche émergent sur la personnalisation des produits. / A growing body of research indicates that consumers use branded products as tools to construct their self-identity and to communicate their self-identities to others. Besides acting as markers of status and symbols of group membership, branded products allow consumers to differentiate themselves from others and to express individuality. Key to generating identity related brand meaning and to strengthening self-brand connections, is the involvement of the consumer in a co-creation process. Product design customization on a large scale has emerged as a particularly useful tool to involve consumers in the creation process of the brand and to increase their satisfaction and willingness to pay. However, existing theories on the use of brands to signal self-identities as well as strategies for strengthening self-brand connections, such as product design customization, are bound to Western individualistic thinking. The aim of this research is to investigate the extent to which East Asian consumers differ in their use of brands to signal self identities from Western individualistic consumers. In addition, it explores potential implications of cross-cultural differences in the signaling of self-identities for product design customization and self-brand connections. Following prior studies indicating that clothing and fashion accessories are particularly likely to be used by consumers to communicate self-identities, the focus of the present research is laid on fashion products of both luxury brands and high street brands. In line with the tradition of cultural psychology, this thesis draws on the assumption that cultural variations in self construal and in self-other relationships lead to differences in consumer behavior. A mixed methods approach is taken to investigate cross-cultural differences between samples representing an East Asian collectivistic culture (South Korea) and samples representing a Western individualistic culture (Germany). Specifically, quantitative data collected through surveys (studies1A and 1B) are combined with qualitative data collected through semi-structured in-depth interviews (studies 2A and 2B). This research provides novel, cross-cultural insights relevant to existing the orizing on consumer-brand relationships and on consumers’ use of brands as signals of self-identities. It also contributes to the emerging stream of research on product design.

La courbe de sensibilité au contraste – la façon selon laquelle la sensibilité diffère selon les fréquences spatiale – a été mesurée pour la première fois en 1956 (Schade, 1956). Elle diffère d’individu en individu et, quoiqu’elle ait été observée pour la première fois il y a plus de 60 ans, certains facteurs ayant un impact sur ces différences individuelles sont mal compris. La figure de Campbell-Robson est une grille sinusoïdale dont la fréquence spatiale varie sur l’axe des x et le contraste varie sur l’axe des y, de sorte que l’observateur perçoit une courbe directement sur la figure. Si cette figure contenait de l’information sur la courbe de sensibilité au contraste d’un individu, elle aurait pu être utilisée pour développer une méthode rapide permettant de mesurer la courbe de sensibilité au contraste. Or, les résultats de l’article 1 montrent qu’il n’existe que peu d’information à propos de la courbe de sensibilité au contraste dans la figure de Campbell-Robson. La maturation de la sensibilité au contraste n’est pas bien comprise. Puisque les études antérieures ont utilisé, entre autres, des méthodes et des tâches différentes, les résultats rapportés par ces études sont contradictoires. Nous nous sommes penchés sur la question dans l’article 2 en utilisant une méthode objective pour mesurer la sensibilité au contraste pour une grande étendue de fréquences spatiales (0.5 à 30 cycles par degré) et une grande étendue d’âges (4 à 27 ans). Au lieu d’utiliser l’âge comme variable catégorielle en séparant les participants en groupes, nous avons utilisé une méthode de régression locale (LOESS) pour utiliser l’âge comme variable continue et ainsi obtenir plus de précision sur l’âge de maturation. Les résultats montrent que la sensibilité devient semblable à celle d’un adulte autour de 12 ans pour les fréquences spatiales basses et hautes, et autour de 17 ans pour les fréquences spatiales moyennes. Après l’âge, la culture dans laquelle une personne grandit est un autre facteur pouvant avoir un impact sur la sensibilité au contraste. Dans l’article 3, nous avons vérifié l’effet de la culture sur la courbe de sensibilité au contraste en la mesurant de deux manières différentes chez des participant.es chinois.es et canadien.nes. Les résultats montrent que la courbe de sensibilité au contraste ne semble pas être différente chez les deux cultures. Compte tenu de différences interculturelles dans les fixations oculaires sur les visages, nous avons vérifié s’il existe des différences dans les fréquences spatiales contenues dans la représentation interne des visages chez les deux cultures. Nos résultats montrent que les participant.es chinois.es utilisent de plus basses fréquences spatiales et les participant.es canadien.nes utilisent de plus hautes fréquences spatiales pour reconnaître les visages. En somme, les résultats présentés dans cette thèse permettent de mieux comprendre les différences individuelles dans la sensibilité au contraste. / The contrast sensitivity function – the curve defining the way in which sensitivity differs according to spatial frequencies – was first measured in 1956 (Schade, 1956). The contrast sensitivity function differs from person to person and, although it was observed over 60 years ago, some factors which have an impact on these individual differences are not well understood. The Campbell-Robson figure is a sinusoidal grating on which the spatial frequency varies on the x axis and contrast varies on the y axis, resulting in a perceived curve, between the grating and the perceived gray area of the grating, directly on the figure. If this figure contained information on the contrast sensitivity function, it would have been useful to develop a quick method to measure it. However, the results of article 1 show that there is little information on the contrast sensitivity function contained in the Campbell-Robson chart. The way in which contrast sensitivity matures is not well understood. Because anterior studies used, among other things, different methods and tasks, the results they report vary greatly and are often contradictory. We have studied the question in article 2, using an objective method to measure contrast sensitivity for a large array of spatial frequencies (0.5 to 30 cycles per degree) and a large span of ages (4 to 27 years). Instead of using age as a categorial variable by separating the participants in age bins, we used a local regression technique (LOESS) in order to use age as a continuous variable and obtain a more precise estimate of the maturation age of contrast sensitivity. Results show that sensitivity becomes similar to an adult’s around 12 years old for low and high spatial frequencies, and around 17 years old for mid-range spatial frequencies. Other than age, the culture in which a person grows up is another factor that could have an impact on contrast sensitivity. In article 3, we verified the effect of culture on the contrast sensitivity function by measuring it using two different methods in Chinese and Canadian participants. Results don’t show that the contrast sensitivity function differs between the two cultures. Because of intercultural differences in ocular fixations on faces, we further verified if there are differences in the spatial frequencies contained in the internal representations of faces in the two cultures. Our results show that Chinese participants use lower spatial frequencies and Canadian participants use higher spatial frequencies when identifying faces. In sum, the results presented in this thesis help better understand individual differences in contrast sensitivity.

Care is an essential need for human beings, especially students who spend extensive time at school. The goal of this study is to qualitatively explore Saudi university students’ perceptions of teacher care in the US. Fourteen male and female Saudi students at a large Midwestern US university were interviewed. This study offers a literature review about Saudi students’ cultural backgrounds, which make studying their educational experiences more understandable. Several themes emerged from the research data including cultural differences, learning a new language, help and support, making connections, and caring teachers as role models. Recommendations for US American teachers, Saudi Ministry of Education, and future research are offered.

Культура и перевод тесно связаны друг с другом. Сам по себе туризм демонстрирует широкую культурную коммуникацию в том смысле. Поэтому, чтобы способствовать коммуникации между различными культурами, переводчик должен соответствующим образом обрабатывать элементы культуры в туристических материалах. Среди этих культурных особенностей туристических материалов, культурная лакуна является одной из наиболее очевидных характеристик, которые занимают большую часть в переводе туристических материалов. Культурная лакуна относится либо к лингвистическим фактам, либо к культурным, которые появляются в одной культуре, люди, однако, не могут найти эквивалентность или соответствие в другой культуре. Причины культурной лакуны часто обусловлены своеобразием или разнообразием различных культур. Автор этой диссертации пытается найти пути решения этого феномена в туристических материалах на теоретических основах доместикация и форенизация. Что касается культурной лакуны в туристических материалах, предлагается, чтобы переводчик рассматривал и изучала эти две стратегии диалектически и исторически, а не статически и абсолютно. В соответствии с вышеизложенным принципом предлагаются конкретные подходы к решению проблемы культурной лакуны в туристических материалах. / Culture and translation are closely linked. Tourism itself demonstrates broad cultural communication in that sense. Therefore, in order to facilitate communication between different cultures, the translator must handle the cultural elements in the tourism materials accordingly. Among these cultural features of tourism materials, the cultural lacuna is one of the most obvious characteristics that occupy a large part in the translation of tourism materials. The cultural lacuna refers to either linguistic facts or cultural facts that appear in one culture, people, however, cannot find equivalence or correspondence in another culture. The reasons for the cultural lacuna are often due to the peculiarity or diversity of different cultures. The author of this dissertation tries to find ways to solve this phenomenon in tourism materials on the theoretical basis of domestication and forenization. Regarding the cultural lacuna in tourist materials, it is suggested that the interpreter should consider and study these two strategies dialectically and historically, rather than statically and absolutely. In accordance with the above principle, specific approaches to solving the problem of cultural lacunas in tourist materials are proposed.

Выпускная квалификационная работа “ Cравнительный анализ учебной и профессиональной мотивации российских и китайских студентов” в форме магистерской диссертации выполнена на 107 листах (формат А4, шрифт Times New Roman, размер шрифта 14, интервал между строками 1,5). Количество таблиц – 0 (без учета вложений). Количество рисунков – 66 (без учета вложений). Ключевые термины: мотивация к обучению; профессиональная мотивация; уровень обучения; поведение при обучении; образовательный подход; культурные различия; планирование карьеры; и курсы планирования карьеры. Представленная магистерская диссертация состоит из введения, трех глав, заключения, библиографического списка и приложений. Во введении описывается актуальность темы магистерской диссертации, рассматриваются цель и основные задачи исследования, определяются объект и предмет исследования, формируется гипотеза исследования, а также устанавливается перечень методов, участвующих в исследовании. В первой главе диссертации будут рассмотрены теоретические основы учебной и профессиональной мотивации современных студентов вузов и связь между ними; влияние различных культурных традиций и образовательных подходов на студентов. Во второй главе определяются цель и методология исследования, а также подробное описание выборки для исследования. В третьей главе результаты представлены в виде графиков и диаграмм в последовательном порядке, а результаты анализируются индивидуально, с личными мнениями и рекомендациями. В заключение рассмотрена существующая система образования и профессиональной подготовки университета, и предложены решения для улучшения, а также решения проблем в контексте текущей ситуации. / Final qualifying work “Comparative characteristics of learning and professional motivation of Russian and Chinese students” in the form of Master thesis is performed on 107 sheets (A4 format, font Times New Roman, font size 14, 1,5 line spacing), excluding attachments. Number of tables – 0 (excluding attachments). The number of figures – 66 (excluding attachments). Key terms: learning motivation; professional motivation; learning level; learning behavior; educational approach; cultural differences; career planning; and career planning courses. The submitted master's thesis consists of an introduction, three chapters, a conclusion, a bibliographical list, and appendices. The introduction describes the relevance of the topic of the master's thesis, considers the purpose and main objectives of the research, defines the object and subject of the research, forms the hypothesis of the research, as well as establishes a list of methods involved in the research. In the first chapter of the dissertation, the theoretical foundations of learning and professional motivation of modern university students and the connection between them; the influence of different cultural backgrounds and educational approaches on students will be considered. In the second chapter, the purpose and methodology of the study are determined, as well as a detailed description of the sample for the study. In the third chapter, the findings are produced in the form of graphs and charts in a sequential manner, and the results are analyzed individually with personal opinions and recommendations. In the conclusion, the existing education and the training system of the university as well as the vocational training system are considered, and solutions for improvement as well as solutions to the problems also are proposed in the context of the current situation.

На основе исследований теории перевода, теории культурных различий и принципов перевода литературных произведений изучается влияние культурных различий на перевод литературных произведений, анализируется методы разрешения культурных различий при переводе. / Based on the study of translation theory, cultural difference theory and literary works translation principles, study the influence of cultural differences on the translation of literary works, analyze the methods to resolve cultural differences in translation.

Tesis por compendio / [ES] Los seres humanos somos por naturaleza seres afectivos, las emociones, el estado de ánimo, nuestra personalidad, o nuestras relaciones con los demás guían nuestras motivaciones y nuestras decisiones. Una de las principales habilidades cognitivas relacionadas con el afecto es la empatía. La empatía es un constructo psicológico cuya definición ha ido evolucionando a lo largo de los años y cuyo significado hace referencia a un amplio abanico de competencias afectivas y cognitivas que son fundamentales en el desarrollo del ser humano como ser social. El uso de la empatía en el ámbito de la inteligencia artificial puede revolucionar la forma en la que interactuamos con las máquinas así como la forma en la que simulamos el comportamiento humano. Por otro lado, hay que tener en cuenta que los seres humanos habitualmente acudimos al uso de distintas palabras como ``triste'' o ``contento'' para expresar o verbalizar el estado afectivo. Sin embargo, estas palabras son simplificaciones que abarcan un amplio espectro de procesos cognitivos y estados mentales. Además, hay que considerar que estas palabras tienen una alta dependencia del idioma y la cultura en la que se utilizan. Por tanto, los modelos de representación computacional de los estados afectivos deben se capaces de adaptarse a distintos entornos culturales y de permitir que un agente exprese o represente, mediante palabras, un determinado estado afectivo. En esta tesis se propone un nuevo modelo de agente empático capaz de adaptar su comportamiento a distintos entornos culturales. Para ello, en primer lugar, se presenta una nueva metodología basada en la experimentación para adaptar un espacio de representación de emociones basado en las dimensiones del placer y la activación para la simulación y el reconocimiento computacional afectivo a diferentes entornos culturales. Los resultados del experimento realizado con hispanohablantes europeos se utilizan para proporcionar un nuevo modelo basado en la lógica difusa para representar estados afectivos en las dimensiones de placer y activación utilizando un enfoque de coordenadas polares. Para demostrar que las diferencias culturales afectan a los valores de placer y activación asociados a cada emoción, el experimento se repitió con participantes portugueses y suecos. En segundo lugar, se presenta un nuevo modelo de elicitación de emociones en agentes afectivos que utiliza lógica difusa. Las emociones generadas en el agente por las reglas de valoración difusa se expresan en el modelo de representación del afecto resultante de los experimentos previamente descritos. Además, se propone un nuevo proceso de regulación del afecto que adapta el estado de ánimo del agente, representado mediante un vector en el espacio placer-activación, cada vez que una emoción es elicitada. En tercer lugar, se propone una formalización de la sintaxis, la semántica y el ciclo de razonamiento de AgentSpeak para permitir el desarrollo de agentes afectivos con capacidades empáticas. Partiendo de las teorías de valoración empática y regulación empática, se modifica la estructura de razonamiento del agente para permitir que la empatía afecte al proceso de toma de decisiones. Finalmente, se presenta un modelo de agente pedagógico empático para la educación sobre buenas prácticas en el uso de las redes sociales. El agente es capaz de reconocer la emoción del usuario cuando interactúa con la red social. En base a la emoción del usuario y su comportamiento en la red social, el agente estima un plan para educar al usuario en el uso correcto y seguro de las redes sociales. / [CA] Els éssers humans som per naturalesa éssers afectius, les emocions, l'estat d'ànim, la nostra personalitat o les nostres relacions amb els altres guien les nostres motivacions i les nostres decisions. Una de les habilitats cognitives principals relacionades amb l'afecte és l'empatia. L'empatia és un constructe psicològic la definició del qual ha anat evolucionant al llarg dels anys i el significat del qual fa referència a un ampli ventall de competències afectives i cognitives que són fonamentals en el desenvolupament de l'ésser humà com a ésser social. L'ús de l'empatia en l'àmbit de la intel·ligència artificial pot revolucionar la forma en la qual interactuem amb les màquines així com la forma en què simulem el comportament humà. D'altra banda, cal tenir en compte que els éssers humans habitualment acudim a l'ús de diferents paraules com ``trist'' o ``content'' per expressar o verbalitzar l'estat afectiu. Tot i això, aquestes paraules són simplificacions que abasten un ampli espectre de processos cognitius i estats mentals. A més, cal considerar que aquestes paraules tenen una alta dependència de l'idioma i la cultura en què s'utilitzen. Per tant, els models de representació computacional dels estats afectius han de ser capaços d'adaptar-se a diferents entorns culturals i de permetre que un agent expresse o represente, mitjançant paraules, un estat afectiu determinat. En aquesta tesi es proposa un nou model d'agent empàtic capaç d'adaptar el seu comportament a diferents entorns culturals. Per això, en primer lloc, es presenta una metodologia nova basada en l'experimentació per adaptar un espai de representació d'emocions basat en les dimensions del plaer i l'activació per a la simulació i el reconeixement computacional afectiu a diferents entorns culturals. Els resultats de l'experiment realitzat amb hispanoparlants europeus es fan servir per proporcionar un nou model basat en la lògica difusa per representar estats afectius en les dimensions de plaer i activació mitjançant un enfocament de coordenades polars. Per demostrar que les diferències culturals afecten els valors de plaer i activació associats a cada emoció, l'experiment es va repetir amb participants portuguesos i suecs. En segon lloc, es presenta un nou model d'elicitació d'emocions en agents afectius que fa servir lògica difusa. Les emocions generades a l'agent per les regles de valoració difusa s'expressen en el model de representació de l'afecte resultant dels experiments descrits prèviament. A més, es proposa un nou procés de regulació de l'afecte que adapta l'estat d'ànim de l'agent, representat mitjançant un vector a l'espai plaer-activació, cada cop que una emoció és elicitada. En tercer lloc, es proposa una formalització de la sintaxi, semàntica i cicle de raonament d'AgentSpeak per permetre el desenvolupament d'agents afectius amb capacitats empàtiques. Partint de les teories de valoració empàtica i regulació empàtica, es modifica l'estructura de raonament de l'agent per permetre que l'empatia afecti el procés de presa de decisions. Finalment, es presenta un model d'agent pedagògic empàtic per a l'educació sobre bones pràctiques en l'ús de les xarxes socials. L'agent és capaç de reconèixer l'emoció de l'usuari quan interactua amb la xarxa social. En base a l'emoció de l'usuari i el seu comportament a la xarxa social, l'agent estima un pla per educar l'usuari en l'ús correcte i segur de les xarxes socials. / [EN] Human beings are, by nature, affective beings; our emotions, moods, personality, or relationships with others guide our motivations and our decisions. One of the main cognitive abilities related to affect is empathy. Empathy is a psychological construct whose definition has evolved over the years and whose meaning refers to a wide range of affective and cognitive competencies that are fundamental in the development of human beings as social beings. The use of empathy in the field of artificial intelligence can revolutionize the way we interact with machines as well as the way we simulate human behavior. On the other hand, it must be considered that human beings usually resort to the use of different words such as ``sad'' or ``happy'' to express or verbalize our affective state. However, these words are simplifications that cover a wide spectrum of cognitive processes and mental states. Moreover, it should be considered that these words have a high dependence on the language and culture in which they are used. Therefore, computational representation models of affective states must adaptable to different cultural environments and to allow an agent to express or represent, by means of words, a given affective state. In this thesis, a new model of empathic agent capable of adapting its behavior to different cultural environments is proposed. To this end, first, a new experiment-based methodology to adapt an emotion representation space based on the dimensions of pleasure and arousal for simulation and affective computational recognition to different cultural environments is presented. The results of an experiment conducted with European Spanish speakers are used to provide a new fuzzy logic-based model for representing affective states in the dimensions of pleasure and arousal using a polar coordinate approach. To prove that cultural differences affect the pleasure and arousal values associated with each emotion, the experiment was replicated with Portuguese and Swedish participants. Secondly, a new model of emotion elicitation in affective agents using fuzzy logic is presented. The emotions generated in the agent by the fuzzy appraisal rules are expressed in the model of affect representation resulting from the previously described experiments. In addition, a new affect regulation process is proposed to adapt the agent's mood, represented by a vector in the pleasure-arousal space, when an emotion is elicited. Third, a formalization of the syntax, semantics and reasoning cycle of AgentSpeak to enable the development of affective agents with empathic capabilities is presented. Drawing on the theories of empathic appraisal and empathic regulation, the agent's reasoning structure is modified to allow empathy to affect the decision-making process. Finally, a model of an empathic pedagogical agent for education on good practices in the use of social networks is introduced. The agent is able to recognize the user's emotion when interacting with the social network. Based on the user's emotion and behavior in the social network, the agent estimates a plan to educate the user in the correct and secure use of social networks. / This thesis has been partially supported by the Generalitat Valenciana and European Social Fund by the FPI grant ACIF/2017/085 and by the Spanish Government project PID2020- 113416RB-I00. / Taverner Aparicio, JJ. (2022). A BDI Empathic Agent Model Based on a Multidimensional Cross-Cultural Emotion Representation [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/181181 / Compendio