section_path: Disciplinary approaches/Cross-cultural research
section_name: Cross-cultural research
paragraph_text: Cross-cultural research
  
  Research on emotions reveals the strong presence of cross-cultural differences in emotional reactions and that emotional reactions are likely to be culture-specific. In strategic settings, cross-cultural research on emotions is required for understanding the psychological situation of a given population or specific actors. This implies the need to comprehend the current emotional state, mental disposition or other behavioral motivation of a target audience located in a different culture, basically founded on its national, political, social, economic, and psychological peculiarities but also subject to the influence of circumstances and events.