cultural-contextlisted

# Cultural Context — perception is coded by where you are Psycho-logic works on *perceived* reality, and perception is written in a local language you don't automatically speak. A guarantee that reads as "confident" in one market reads as "desperate — why would they promise that?" in another. Cheapness signals "smart value" here and "they cut corners, how disrespectful" there. Before you reframe, signal, or redesign a moment, establish the local rules for what the move will *mean*. This is the lens; **market-recon** is the fieldwork. ## The principle Sutherland's levers all act on perception, and perception is set by culture — so **the same lever, unchanged, produces different behaviour in different markets.** The default failure is exporting a home-market playbook and assuming the psychology transfers. It doesn't. What transfers is the *method* (find the perception, not the metric); the *content* of "premium," "trust," "safe," and "expensive" is local and must be re-derived per market. ## The dimensions that rewire the moves Treat these as hypotheses about the target market — dials, not verdicts. For each move you're about to make, ask which dials bend it. - **Uncertainty avoidance** — how much reassurance, detail, guarantee, and precedent people need before acting. High-avoidance markets reward explicit guarantees, credentials, and "everyone else does this too"; low-avoidance ones find the same reassurance patronising. *(bends costly-signaling, experience-design)* - *