IB syllabus says:

1
IB syllabus says
Cultural Dimensions of Behavior

• Examine the role of two cultural dimensions on
  behavior (Individualism vs. Collectivism and
  Masculinity vs. Femininity)

Understanding and respect for cultural norms can
promote successful interactions
2
Cultural Dimensions and Behavior

• In addition to cultural norms, another component
  of culture is dimensionsthe perspectives of a
  culture based on values and cultural norms.
• Hofstedes classic survey study (1973) involved
  asking employees of the multinational company IBM
  to fill in surveys about morale in the workplace.
  
• He then carried out a content analysis on the
  responses he received, focusing on the key
  differences submitted by employees in different
  countries.
• His research looked at the 40 most represented
  countries in the surveys. The trends he noticed
  he called dimensions.

3
Why are cultural dimensions important?

• Hofstede argues that understanding cultural
  dimensions will help facilitate communication
  between cultures.
• Understanding and respect of cultural norms can
  promote successful international diplomacy as
  well as international business.
• Hofstede gives the example of cultural
  differences in business interactions in Middle
  Eastern countries and western countries like the
  US..

4
The importance of understanding culture

• When negotiating in western countries, the
  objective is to work towards a target of mutual
  understanding and agreement, and shake hands when
  that agreement is reacheda cultural signal of
  the end of negotiations and the start of working
  together.
• In Middle Eastern countries, much negotiation
  takes place leading into the agreement, signified
  by shaking hands.
• However, this does not signal that the deal is
  complete. In fact, in Middle Eastern culture it
  is a sign that serious negotiations are just
  beginning.

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The importance of understanding cultural
dimensions

• Imagine the problems this creates when each party
  in a negotiation is operating under diametrically
  opposed cultural norms.
• This is just one example of why it is critical to
  understand other cultures you may be doing
  business with, whether you are on a vacation in a
  foreign country, or negotiating a
  multimillion-dollar business deal.

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1st Cultural DimensionIndividualism vs.
Collectivism

• One dimension is individualism vs. collectivism.
• According to Hofstede (2005)
• In individualist societies, the ties between
  individuals are loose everyone is expected to
  look after himself or herself and his or her
  immediate family.
• In collectivist societies, from birth onwards
  people are integrated into strong, cohesive
  in-groups, often extended families (with uncles,
  aunts, and grandparents), which provides them
  with support and protection throughout their
  lifetime. However, if an individual does not live
  up to the norms of the family or the larger
  social group, the result can sometimes be severe.
  
• Countries high on individualism USA, UK, Canada
• Countries high on collectivism South Korea,
  Singapore, Japan

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Individualism vs. Collectivism

• Highly individualist cultures believe individual
  is most important unit .
• People taking care of themselves (including
  immediately family only)
• Self-orientation
• Identity based on individual
• Guilt culture
• Making decisions based on individual needs
• I mentality
• Emphasis on individual initiative and achievement
• Everyone has a right to a private life
• Highly collectivistic cultures believe group is
  most important unit.
• Expect absolute loyalty to group (nuclear family,
  extended family, caste, organization)
• Group-orientation
• Decisions based on what is best for the group.
• Identity based on social system
• Shame culture
• Dependence on organization and institutions
  (Expects organization / institution / group to
  take care of individual)
• We mentality
• Emphasis on belonging
• Private life invaded by institution and
  organizations to which one belongs

8
Individualism vs. Collectivism

• Markus and Kitayama (1991) characterized the
  difference between US and Japanese culture by
  citing two of their proverbs
• In America, the squeaky wheel gets the grease
  in Japan, the nail that stands out gets pounded
  down.
• Markus and Kitayama argue that perceiving a
  boundary between the individual and the social
  environment is distinctly western in its cultural
  orientation, and that non-western cultures tend
  towards connectedness.
• Marcus and Kitayama also showed images of a fish
  leaving a shoal of fish and found differences
  between how eastern and western participants
  attributions of the fishes behavior

9
Hedden (2008) how cultures perceive a line.
The effect of cultural dimensions on behavior

• Hedden (2008) carried out a study were westerners
  and easterners were required to estimate the
  length of a line either on its own (1), or inside
  a rectangular box(2).
• Participants brain activity was monitored using
  fMRI. Hedden found that participants from the
  collectivist culture would have more brain
  activity when required to estimate the length of
  the line on its own, and less when asked to
  estimate it in relation to the other line. Hedden
  concluded that culture influences how we think
  about and solve problems. Easterners tend to
  focus on the line in relation to its surroundings.

(1)
(2)
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Marcus (2008) culture and solving puzzles.
The effect of cultural dimensions on behavior

• Marcus did an experiment measuring how well
  8-year-olds could solve puzzles, American
  children performed best when solving puzzles
  they had chosen themselves, while Asian children
  performed best when solving puzzles they were
  told their mothers had chosen for them
• Marcus believed this was because American
  children brought up in an independence- minded
  culture felt best when they were exercising free
  choice, while the Asian children assumed that
  their mothers had their best interests at heart.

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2nd Cultural DimensionMasculinity vs. Femininity

• A second dimension identified by Hofstede (2005)
  is masculinity vs. Femininity
• Masculinity stands for a society in which social
  gender roles are clearly distinct Men are
  supposed to be assertive, tough, and focused on
  material success women are supposed to be more
  modest, tender, and concerned with the quality of
  life.
• Femininity stands for a society in which social
  gender roles overlap Both men and women are
  supposed to be modest, tender, and concerned with
  the quality of life.
• Countries high on masculinity Japan, Venezuela,
  Mexico
• Countries high on femininity Norway, Sweden,
  Spain

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Hofstedes (2008) Analysis of the Masculinity
cultural dimension in Mexico
The effect of cultural dimensions on behavior

• Through analyzing the data from his IBM studies
  Hofstede determined that Mexico has a very high
  masculinity rating.  In fact it is the second
  highest in the Latin American countries.  They
  have a score of 69. This means that the male
  gender aspects control most of the society. The
  male values that characterize the masculinity
  rating are assertiveness and competitiveness.
• Masculinity vs. Femininity in the Workplace
• The division of labor by gender in 1995 had 35
  participation of women and 75 participation of
  men. 
• Women typically earn less than men and they are
  also typically less educated. 
• However, things are changing, in 2001, women made
  up 27.3 of legislators, senior officials, and
  managers
• In the business world typical Mexican machismo
  behavior is fading and changing to recognize
  women in high regard.
• Masculinity vs. Femininity in the Family
• Family is the main aspect of Mexican lifestyle. 
  Extended family members are just as important as
  the immediate family members.  The women are in
  charge of the home and the workplace is where the
  men have control.  The girls are carefully
  monitored until marriage while the boys are
  expected to demonstrate control and pride.  The
  father is typically the head and authority figure
  in the families.
•  

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Hofstedes (2008) Analysis of the Masculinity
cultural dimension in Spain
The effect of cultural dimensions on behavior

• According to Geert Hofstede's IBM studies on
  Cultural Dimensions, Spain ranked at about 38 out
  of 100 on Masculinity which proves that the
  country is a low masculine country and is
  considered more of a feminine country. It is
  lower in comparison to other European countries
  which averaged out to about 55 out of 100.
• Masculinity vs. Femininity in the Workplace
• men and women are being seen an equal, more women
  are starting to enter the workforce and doing
  work that often is left up to men to do
• In rural areas, both sexes garden and tend
  cattle, sheep, and goats. Women perform men's
  tasks when necessary but are least likely to
  drive a plow or tractor.
• Women are slowly taking a step ahead in the
  business world. Those that work outside of the
  home are often found throughout the business,
  professional, and political world.
• Masculinity vs. Femininity in the Family
• Spanish women are finding new kinds of freedom
  from their traditional roles as wives and mothers
  of large families. There seem to be relatively
  few barriers to their advancement in most kinds
  of work. Spaniards have long accepted the
  independence of women and the prominence of some
  of them (including their queens and noble women).
  Women's present emergence in the workforce, in
  the professions, and in government occurred in
  Spain without a marked feminist rebellion.

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Evaluation of Hofstedes cultural dimensions

• STRENGTHS OF THE THEORY
• The first and most successful attempt to gather
  data on cultural differences and quantify and
  consolidate it into a useful and highly
  applicable manner.
• These concepts give psychologists a way to
  generalize about cultures in order to better
  discuss the role that culture plays in behavior.
• Crucial to understand and respect cultural
  dimensions in a globalized world
• Important for international business and also
  political relationships between cultures and
  nations.
• There is compelling support for the Masculinity
  vs. Femininity from Hofstedes own analysis of
  Spain and Mexico
• There is experimental evidence (Markus
  Kitayama, 1991) (Hedden, 2008) (Marcus, 2008) to
  support the cultural dimensions of Individualism
  vs. Collectivism

• LIMITATIONS OF THE THEORY
• Its important to avoid making generalizations -
  not all people from a particular culture behave
  in the same way.
• Its important to also recognize these important
  and significant individual differences between
  people.
• Hofstedes scales are based on data collected
  through surveys, so some of the data could be
  unreliable and subject to bias e.g.
  participants may have answered questions in the
  expected manner and not truthfully.
• Its important to avoid cultural determinism as
  other factors (biological/ cognitive) are also
  important in understanding human behavior.
• Any theory considered in isolation can be
  criticized as being reductionist.
• At the moment, experimental research into the
  dimensions of Masculinity vs. Femininity is
  lacking.
• Kuschel (2004) argues that culture cannot be used
  as an explanation of an individuals behavior

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Questions Cultural dimensions

1. What is the name of the researcher that developed
   the concept of cultural dimensions?
2. How did Hofstede carry out his early research
   into cultural dimensions at IBM?
3. What concepts did he develop after his research?
4. Why is understanding cultural dimensions
   important?
5. Explain the example Hofstede presents to
   illustrate the importance of understanding
   cultural norms
6. Explain how individualist and collectivist
   cultures are different, using 6 examples.
7. What can be the consequences of not living up to
   the cultural norms in a collectivist culture?
   Give an example.
8. What proverbs do Marcus Kitayama (1991) to
   illustrate cultural differences?
9. What did Marcus Kitayama (1991) find when they
   showed easterners and westerners animations of
   fish?
10. What does Heddens (2008) research tell us about
    how different cultures perceive a line?
11. What does Marcus (2008) study tell us about
    culture and problem solving?
12. Explain the difference between the cultural
    dimensions of Masculinity vs. Femininity, using 3
    examples?
13. What did Hofstede discover from his analysis of
    Masculinity vs. Femininity in Mexico? (in terms
    of the workplace and family)
14. What did Hofstede discover from his analysis of
    Masculinity vs. Femininity in Spain? (in terms of
    the workplace and family)
15. Give 5 strengths and 5 weaknesses of Hofstedes
    theory of cultural dimensions.

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SAQ writing

• Write an SAQ answering the following question.
• Outline the role of two cultural dimensions in
  behavior

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This is the research we have covered from this
LOA- work in pairs to identify each one with a
bullet point of detail

• Heider (1958)
• Zimbardo et al. (1973)
• Jones and Harris (1967)
• Ross et al. (1977)
• Fiske Taylor (2008)
• Lau Russell (1980)
• Kashima and Triandis (1986)
• Tajfel (1978)
• Cialdini et al. (1976)
• Tajfel et al. (1971)
• Sharif (1954)
• Elliot (1968)
• Bandura et al. (1961)
• Charlton et al. (2002)
• Sabido
• Aaronson (1995)
• Campbell (1967)
• Hamilton Gifford (1976)

• Cialdini et al. (1975)
• Dickerson et al. (1992)
• Asch (1951)
• Perrin and Spencer (1988)
• Stang (1973)
• Friend et al. (1990)
• Moscovici and Lage (1976),
• Janis (1972)
• Festinger (1954)
• Berry (1967)
• Smith and Bond (1993)
• Matsumoto (2004)
• Herscovits (1948)
• Moghaddam (1993)
• Jahoda (1978)
• Hofstede (1973)
• Hedden (2008)
• Marcus (2008)
• Hofstede (2008)