Cultural Dimensions
Universal factors underlying cross-cultural differences in values and behaviors, identified through large-scale surveys and studies.
Individualism vs. Collectivism: Individualist cultures prioritize personal goals and autonomy, while collectivist cultures emphasize group harmony and interdependence.
Other key dimensions include:
- Power Distance Index (PDI): The extent to which a society accepts inequality in power and authority.
- Uncertainty Avoidance Index: The degree to which cultures tolerate ambiguity and risk.
- Masculinity vs. Femininity: Focus on achievement and competition (masculine) versus care and cooperation (feminine).
- Long-Term vs. Short-Term Orientation: Preference for future-oriented pragmatism versus traditional, present-focused values.
- Indulgence vs. Restraint: Societal tendencies toward the free or regulated gratification of desires.
Key Studies
Hofstede’s Dimensions
Case studyHofstede’s Multinational Survey (1973)
Aim
To identify cultural dimensions underlying cross-national differences in values, attitudes, and behaviors.
Method and Procedure
- Conducted a survey of values among 117,000 IBM employees across 70 countries (1967–1973).
- Data analyzed using factor analysis to identify universal dimensions.
Results
- Initially identified four dimensions (individualism/collectivism, uncertainty avoidance, power distance, masculinity/femininity).
- Later expanded to include long-term orientation and indulgence/restraint.
Conclusion
These dimensions provide a robust framework for comparing cultural tendencies and their influence on behavior.
Evaluation
- Factor analysis ensured the identified cultural dimensions were statistically derived rather than subjectively imposed. This strengthens the study’s construct validity.
- Real-world workplace make the findings relevant.
- Sampling bias as the study relied exclusively on IBM employees, which introduces a WEIRD bias (Western, Educated, Industrialized, Rich, Democratic). This reduces its generalizability.
- The model is reductionist as it simplifies culture into six broad dimensions, which may overlook more nuanced constructs.
Individualism vs. Collectivism and Behavior
- Individualism:
- Focus on the "I", autonomy, and personal achievement.
- Loose social ties and prioritization of self and immediate family.
- Emphasis on competition and direct communication.
- Collectivism:
- Focus on the "we", group harmony, and social roles.
- Strong in-group bonds with extended networks like family or community.
- Value placed on cooperation and indirect communication.
Berry and Katz (1967)
Aim
To investigate whether individualism and collectivism influence conformity.
Participants
- Temne people of Sierra Leone (collectivist, agricultural society).
- Inuit people of Northern Canada (individualist, hunting society).
Procedure
- Used the Asch paradigm, where participants selected a line matching a target line after hearing group responses (majority were confederates providing wrong answers).
Results
- Temne participants conformed significantly more than the Inuit participants.
- Conformity was ingrained in the Temne’s collectivist culture due to reliance on group cooperation for survival.
Conclusion
Cultural dimensions like individualism and collectivism shape behaviors such as conformity.
Evaluation
- The use of a standardized paradigm, the Asch conformity experiment, enhances internal validity by controlling extraneous variables.
- Ecological validity is strong as the findings align with real-world cultural expectations.
- Reliability is reinforced as the study’s findings are consistent with Hofstede’s cultural dimensions theory.
- Ethnocentric bias may be present as Western psychological concepts, such as the Asch paradigm, are applied to non-Western cultures.
- The study does not account for individual differences within each culture, such as personality traits or experiences.
- Temporal validity is low as the study was conducted in 1967.
Power Distance and Communication
- High Power Distance:
