Abstract
The study has contributed to the current debate on the significance of cultural referenced practices over self-reported values in the identification of culture (e.g., Fischer & Schwartz, 2011; Kirkman, Lowe, & Gibson, 2017). The study has examined whether there is a difference in the self-reported values versus cultural-referenced practices concerning masculinity and power distance. Also, which facet of masculinity and power distance, i.e., self-referenced and/or cultural referenced ratings predict the manifestation of such values in the advertising. The study has used a survey method and ask 200 respondents to report masculinity and power distance in their individual behavioural preference, in their social context and the manifestation of masculinity and power distance in advertising. The results show that self-reported and cultural-referenced rating of masculinity and power distance differ significantly. Moreover, the regression analysis shows that the culture-referenced masculinity and power distance predicts the reflection of respective values in advertising, but no such effect of self-reported values are found. Obtained results strengthen the argument that self-reported values did not identify the culture, instead, the normative values did identify the culture. Future international business and cross-cultural corporate governance research should consider the cultural practices of masculinity and power in their cross-cultural investigation.
Highlights
Scholars from several disciplines, such as management, cross-cultural psychology, marketing, to mention a few, have used various ways to conceptualize and operationalize the culture (Fischer, 2009; Kirkman et al, 2017; Zolfaghari, Möllering, Clark, & Dietz, 2016)
Perhaps a predominant approach to operationalize culture come from the cross-cultural psychology, where individual self-reported behavioural preferences are aggregated at country or cultural level and are regarded as cultural values (Fischer, 2006; Sun, D’Alessandro, Johnson, & Winzar, 2014)
The data analysis shows that these two facets masculinity differ significantly. This suggests that the respondents of the survey have experienced greater masculinity in the cultural practices than in their self-reported behaviour
Summary
Scholars from several disciplines, such as management, cross-cultural psychology, marketing, to mention a few, have used various ways to conceptualize and operationalize the culture (Fischer, 2009; Kirkman et al, 2017; Zolfaghari, Möllering, Clark, & Dietz, 2016). Still, there are disagreements among scholars about what is culture, its self-reported values of individuals or cultural practices, or social norms, to mention a few (Taras, Steel, & Kirkman, 2010). Several large-scale studies based on self-reported values assume that aggregated self-reference values are the core of culture (Sun et al, 2014) Some scholars called these aggregated self-reported values as “the collective programming of the mind that distinguishes the members of one group or category of people from another” A recent massive crosscultural project namely GLOBE by House, Hanges, Javidan, Dorfman, and Gupta (2004) have measured culture by asking respondents to report their social practical concerning nine values. The group-referenced approach emerges as an alternative to self-referenced approach and scholars have demonstrated that the former approach captures unique insights into the culture by measuring individual perception of their societies and cultures
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