00:00:00
we've done some work where we've looked
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at for example what dignity means for
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people who are in Nigeria as opposed to
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people who are India as opposed to
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people who are in the United States and
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in India and the US it's fairly similar
00:00:10
it has a lot to do with being seen and
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heard and having agency you see those
00:00:14
things come up over and over again our
00:00:16
Nigerian respondents though talked a lot
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more about being treated fairly as part
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of a group because the group identity
00:00:23
was extremely important we also found
00:00:25
that consumers in the US were of the
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three groups least sensitive to the
00:00:30
affirmation of dignity and if you affirm
00:00:32
their dignity in some cases they
00:00:34
actually feel like okay if you respect
00:00:36
me I'm going to ask for even more from
00:00:37
you which could be an opportunity for
00:00:39
firms to grow too but our consumers from
00:00:42
other regions sometimes said if you
00:00:44
respect me I might give you some Grace
00:00:47
if I don't get everything I want
