Perspective Chapter: Causes of Errors in Intercultural Marketing Communications

Abstract

Especially acute today is the issue of understanding different cultures in the intercultural civilisational space. The article considers the factors influencing the occurrence of errors in marketing communications when trying to promote a product in different cultural realities. The question is raised about the existence of the psychological field of culture, which determines the patterns of behaviour of members of a cultural society, their psychological characteristics and their perception of the surrounding reality. Social stereotypes arising in the psychological field of culture represent the cultural reality. Language reveals cultural reality by means of cultural regulatives, knowledge of which is a necessary condition for achieving results in intercultural communication. As a result of analysing these factors, a taxonomy of marketing errors occurring in intercultural marketing communication was created.