1. Natalya Gulivets, PhD Sevastopol Institute of Banking of the University of Banking of the National Bank of Ukraine

2. 1. The formation of stereotypes. 2. The survey. 3. The role of stereotypes in cross- cultural business communication.

3.  Stereotypes mean a readily available image of a given social group, usually based on rough, often negative generalizations.  Stereotypes are:  aids to explanation,  energy-saving devices,  shared group beliefs.

4.  Number of pollees – 170 persons.  Males – 70 (41%)  Females – 100 (59%)  Age group – 17-22 y.o.  Area of specialization – business / economics.

6. CategoryAssociationReactions Economics / trade money economics dollar (13) (strong) economics / economic leader (6) Politicsdemocracy (7) president president (2), George Washington (2), George Bush (2), Barack Obama (7) Geographical landmarks New York the Statue of Liberty (6), New York (2), the Empire State Building, Broadway, East Side, West Side Mealsfast food McDonald’s (10), fast food (4), burger (2), Hamburger, French fries, hot-dog, Coke, BigMac Military power wars (constant) wars (6), 09/11 (2), Afghanistan, arms, terrorism, military power Pop culture / cinema Hollywood Hollywood (3), Oscar, movies, Jim Carrey, Brad Pitt, Angelina Jolie Technology / production Apple Apple (5), car-building industry, cheap cars, Cadillac, and Ford (2)

7. Associative category AssociationReactions Geographical landmarks city 1) the general group: city (2), Las Vegas (4), Los Angeles (3), Washington (2) 2) the New York group: New York (10), the Statue of Liberty (13), Manhattan 3) the city life group: skyscraper (8), statue (2), park, bridge (1). Mealsfast food fast food (28), McDonald’s (8), hamburger (4), Coke (3), coffee, hot-dog, unhealthy food (1) Pop-culture / cinema Hollywood Hollywood (15), films (7), (stupid / strange) comedies (2), action film, western, (excellent) actors, and film industry (1). Politicspresident Barack Obama (10), George Bush (3), Abraham Lincoln (2), John Kennedy, Ronald Reagan (1) Human resources clothes (cheap) clothes (6), people in beautiful clothes, jeans Economicseconomics money developed / excellent) economics (5), money (5), dollar (5)

8. Hollywood a utomobiles Apple New York fast food wars economics dollar democracy president clothes money economics Hollywood fast food city / city life

11. Associative category AssociationReactions Geography / climate winter north snow (15), cold (11), frost (3) northern country (2), north, polar circle Leisuresauna fishing winter leisure activities sauna (11) fishing (5) ski resort, sledding, winter fishing Social policystability stability (2), high level of life, success, reliability, order, and prosperity Producevodka (Finnish) vodka (3) Spotswinter sports skiing (7), winter sport, biathlon Politicsthe Winter War the Winter War, war with Russians, Russo- Finnish war, the Mannerheim Line

12. Associative category AssociationReactions Geography / climate winter north city snow (33), cold (28), winter (7),frost (2) deer (16), north (2), polar night Helsinki (11), Tampere TraditionsChristmas Santa Claus (19), Christmas (5),New Year (2) Human resources language the Finnish language (2), cool language, interesting pronunciation Leisuresauna sauna (7) Producefish fish (9) Pop culture rock music Eurovision (3), rock groups (6) Social policy stability / (positive) stability (4), good / high level of life, good life

13. vodka the Winter War sauna fishing winter leisure activities stability winter north sauna fish rock music stability Christmas the Finnish language winter north Helsinki

16. Associative categoryAssociationReactions Crimedrugs drugs (22), cocaine (8), heroin (2), marihuana, poppy (1), drug cartel (5), Drug Lord (4), drug trafficking (2) Producecoffee tobacco coffee (17) cigars (6), tobacco (4) Geography / climateheat heat (5) Human resourcespersonality Columbus (8), Bolivar, Shakira Social policy(negative) poverty (2), slavery, low level of life, cheap workforce

17. Associative categoryAssociationReactions Producecoffee tobacco (tasty) coffee (34) cigars (9), tobacco (5) Human resourcespersonalityColumbus (16), Gabriel Garcia Marquez (3), Che Guevara, Héctor Ismael Jiménez-Bravo, Shakira Crimedrugsdrugs (23), hash (2), cocaine, marihuana, Colombian drug dealers Geography / climateheatheat (10), sun

18. heat personality drugs coffee tobacco drugs heat coffee tobacco personality

20.  Clear gender difference.  No age / social difference – in this survey.  The more information on the country is available, the more true-to-life stereotype is.

21.  What impact do stereotypes have on cross- cultural business communication?  Do cultural stereotypes function when a business person relates to a partner of another culture?

22.  Studying the actual modern format of different cultures;  Acquiring the experience of immediate verbal and non-verbal communication with representatives of ethnic groups;  Using the multi-cultural countries’ experience in the field of cross-cultural communication;  Creating readiness for the cross-cultural communication within the procedures of business games, etc.