 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.