How Finnish and Filipino university students in business studies perceive leaders based on visual cues

Abstract

This article sets out to examine cultural differences in perceiving leaders’ visual non-verbal behavior. It examines and compares how business students at universities in Finland and the Philippines perceive business leaders based on visual cues, drawing on social psychological theories of social categorization, person perception, and the cultural dimensions of leadership and organization. A total of 32 university students of business studies participated in the study. They were presented with eight images of people with different visual expressions and reflected in writing on what kinds of leaders these people would be. The data were analyzed using qualitative content analysis. The findings show that both Finnish and Filipino students had similar perceptions of what kinds of leaders the people in the images might be. However, in terms of leadership preferences, the Finnish students appeared to place more emphasis on the person’s level of communicativeness and friendliness, whereas levels of competence and commitment were emphasized more strongly by Filipino students. The theoretical approach and design of the study may be applied in research on leaders’ visual nonverbal expressiveness in multicultural organizations.