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Scenario-Based Scales Measuring

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Title: Scenario-Based Scales Measuring


1
Scenario-Based Scales Measuring Cultural
Orientations of Business Owners Christine
Koenig, Holger Steinmetz, Michael Frese, Andreas
Rauch University of Giessen, Germany Zhong-Ming
Wang University of Zhejiang, China
2
Introduction
  • The scales differ from other scales commonly used
    in cross-cultural research
  • Instead of measuring culture at the aggregate
    level, the scales measure cultural orientations
    at the individual level.
  • Instead of being based on Likert items, the
    scales are based on scenarios.

3
Individual-Level Measurement
  • Cross-cultural studies on individual business
    owners should measure cultural orientations
    rather than culture.
  • Cultural orientations are manifested in practices
    and values of individuals.
  • Among the manifestation of cultural orientations,
    we consider practices to be more relevant for
    studying business owners than values.

4
Individual-Level Measurement
  • We are not aware of any cultural orientation
    scales measuring practices that are suitable for
    business owners.
  • Therefore, we developed cultural orientation
    scales that measure the practices owners apply in
    their businesses.

5
Individual-Level Measurement
  • The scales measure seven cultural orientations
  • uncertainty avoidance
  • power distance
  • collectivism
  • assertiveness
  • future orientation
  • humane orientation
  • performance orientation

6
Scenario-Based Measurement
  • Cultural orientations should be measured using
    scales based on scenarios rather than using
    scales based on Likert items.
  • Likert items and scenarios differ in the
    measurement of cultural orientations.

7
Scenario-Based Measurement
  • Scales based on Likert items tend to hold lower
    cross-cultural validity than scales based on
    scenarios
  • Likert items are more likely to be interpreted
    differently by people from different cultures
    than scenarios.
  • Likert items are more affected by the reference
    group effect than scenarios.

8
Development
  • We developed the cultural orientation scales in a
    team of Chinese and German researchers.
  • We created scenarios that consist of social
    situations and behavioral options.
  • The social situations describe problems owners
    may encounter in their businesses.
  • Each of the social situations represents one of
    the cultural orientations.

9
Development
  • The behavioral options describe behaviors owners
    may show to solve the problems.
  • The first option represents of low score on the
    cultural orientation, whereas the second option
    represents a high score.
  • Between the two behavioral options, there are two
    mirror-inverted three-point scales.

10
Sample Scenario
11
Participants
  • Among the 461 owners who completed the scales,
    were 260 Chinese and 201 German owners.
  • They were not only owners but also managers of
    their businesses and had at least one employee.
  • Their businesses belonged to information
    technology, hotel and catering, automobile, or
    construction industry.

12
Cross-Cultural Validation
  • To ascertain whether the cultural orientation
    scales hold cross-cultural validity, we tested
    five forms of invariance
  • configural invariance
  • metric invariance
  • scalar invariance
  • factor variance invariance
  • error invariance

13
Configural Invariance
  • The model of configural invariance comprised 23
    scenarios that measured the seven cultural
    orientations.

14
Model
15
Configural Invariance
  • The model of configural invariance comprised 23
    scenarios that measured the seven cultural
    orientations.
  • The model of configural invariance provided
    adequate fit (Chi2(418) 603.45 RMSEA .044
    CFI .94).

16
Metric Invariance
  • The factor loadings were constrained to be equal
    across the Chinese and the German samples.
  • The model of full metric invariance achieved
    adequate fit (Chi2(434) 628.26 RMSEA .044
    CFI .93).

17
Scalar Invariance
  • The item intercepts were restricted to be equal
    across the Chinese and the German samples.
  • The model of partial scalar invariance achieved
    adequate fit (Chi2(446) 641.92 RMSEA .044
    CFI .93).
  • Given metric and scalar invariance, the means of
    the seven cultural orientations can be
    meaningfully compared across both samples
    (Steenkamp Baumgartner,1998).

18
Factor Variance Invariance
  • The factor variances were constrained to be equal
    across the Chinese and the German samples.
  • The model of partial factor variance invariance
    provided adequate fit (Chi2(451) 646.71 RMSEA
    .044 CFI .93).
  • Given metric and partial factor variance
    invariance, different covariances can be
    interpreted as different correlations for the
    remaining five cultural orientations (Marsh
    Hocevar, 1985).

19
Error Variance Invariance
  • The error variances were restricted to be equal
    across the Chinese and the German samples.
  • The model of partial error variance invariance
    achieved adequate fit (Chi2(463) 664.85 RMSEA
    .044 CFI .93).
  • Given metric and factor variance invariance, this
    result implies that the Chinese sample showed a
    lower reliability in half of the scenarios.

20
Conclusion
  • All five forms of invariance were at least
    partially supported.
  • Given metric and scalar invariance, the means of
    the seven cultural orientations can be
    meaningfully compared across the Chinese and the
    German samples.
  • Given metric and factor variance invariance,
    different covariances can be interpreted as
    different correlations except for uncertainty
    avoidance and assertiveness.
  • Given metric invariance, regression coefficients
    can be compared across the Chinese and the German
    samples.

21
Thank you very much for your attention.
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