Individual-level Cultural Values Research Articles

Proposing a Solution Towards Avoiding Ecological Fallacy While Using National Culture Dimensions in Consumer Behaviour Studies

Today web-enabled services ranging from information sharing to online purchasing of products or services have become an increasingly frequent affair. In this context, previous research has explored the nature of complex cyber transactions and the various factors, which lead to formation of perceptions about such web-based services in the consumers’ minds. One important factor, which has been intriguing management researchers in this respect, is the influence of cultural values of consumers on online purchase intentions and perceptions about e-service quality. Most studies done in this context have used Hofstede’s national-level culture dimensions to do an individual-level analysis of consumer behaviour, but in doing so, have encountered a methodological issue known as ecological fallacy. This study wishes to demonstrate an alternate approach for culture-specific consumer purchase behaviour research using individual-level cultural values as study variables, thus eradicating the issue of ecological fallacy.

Cultural values, parenting and child adjustment in Sweden.

To examine whether mothers' and fathers' individualism, collectivism and conformity values are significantly related to parenting behaviours and child adjustment during middle childhood, mothers (n = 95), fathers (n = 72) and children (n = 98) in Sweden were interviewed when children were, on average, 10 years old. Mothers' collectivism was significantly correlated with mothers' and fathers' higher expectations for children's family obligations. Fathers' collectivism was significantly correlated with mothers' and fathers' higher warmth and with fathers' higher expectations for children's family obligations. Fathers' conformity values were significantly correlated with fewer child internalising problems. Fathers' higher collectivism was associated with more paternal warmth even after taking into account the other cultural values, child gender and fathers' education. Our findings indicate that individual-level cultural values are correlated with some aspects of parenting and child adjustment in Sweden.

The Influence of Taoism on Employee Low-Carbon Behavior in China: The Mediating Role of Perceived Value and Guanxi.

PurposeWe established a dual-pathway model in which Taoism at work can shape employee low-carbon behavior via two mediating mechanisms: perceived value as a psychological mediator and guanxi as a social mediator.Patients and MethodsData were collected from 788 Chinese enterprises employees.ResultsOur results confirm the direct positive effect of Taoism on employee low-carbon behavior and the partial mediating effects of perceived value and co-worker guanxi. However, supervisor-subordinate guanxi does not mediate the relationship between Taoism and employee low-carbon behavior.ConclusionDespite the key role of employee low-carbon behavior, the individual-level antecedent to employees’ pro-environmental behavior remains underexplored. This study examines the influence of Taoism (an individual-level cultural value) on employee low-carbon behavior in the Chinese context. Theoretical and managerial implications were discussed.

Illegitimate tasks and occupational outcomes: the impact of vertical collectivism

PurposeThis study aims to understand essential work and occupational consequences of employees’ illegitimate task (ILT) experiences (unreasonable and unnecessary task demands) under the influence of vertical collectivist (VC) values.Design/methodology/approachData were collected via a survey from 503 teachers in the Turkish public education sector. The hypotheses were tested using structural equation modeling.FindingsFindings of this study reveal that unnecessary tasks decrease employees’ professional identification and perceived occupational prestige, whereas unreasonable tasks weaken their workplace well-being. Results also show that employees with higher VC orientation feel these adverse effects to a lesser extent.Research limitations/implicationsThis study demonstrates that individual-level cultural values play a significant role in understanding task-related dynamics and consequences at the workplace. It brings new theoretical insights to job design and work stress literature regarding what similar factors can mitigate task pressures on employees.Practical implicationsA key practical insight from the findings is that human resources management experts should create a positive task environment where ILT demands are not welcome by analyzing jobs and skill requirements in detail, communicating task decisions regularly with employees and providing them with the necessary work support.Social implicationsUnderstanding the impact of ILT can greatly help to assess the quality of the education system and the value of teaching occupation in society.Originality/valueILT have been mainly discussed without considering the effect of different cultural orientations. This is the first study empirically showing the diverse effects of two ILT dimensions on essential occupational outcomes in connection to individual-level cultural influences.

Speaking of cultures: Linguistic structures and cultural values

Languages require speakers to arrange words and symbolic sounds according to grammar structures that govern how speakers perceive the world around them. We use data collected from a large sample (N = 18,098) of students who formed global virtual teams across 159 countries to put forth an empirical relationship between language grammar structures and cultural value dimensions. A total of 79 languages were represented in our sample. We integrate linguistic and cultural transmission theories and research in the realms of psychology, economics, and management to test whether language grammar structures (e.g. gendered grammar structures pronoun drop, politeness distinctions and future time reference) are related to individual-level cultural values dimensions including masculinity, collectivism, power distance, and long-term orientations. Our results show that gendered grammar structures in languages are related to traditional masculine values. We also show that higher levels of collectivism are likely to be found among speakers of languages that permit personal pronouns to be dropped from sentences. Our results provide further support for linguistic relativity and cultural transmission. Keywords: Linguistic structures, Culture, Survey-based cultural dimensions, Values

Ethically questionable negotiation tactics: the differential roles of national, societal and individual cultural values

PurposeThe purpose of this study is to refine theory of negotiation by empirically investigating the extent to which national-, societal- and individual-level cultures relate to negotiators' tendency to endorse questionable negotiation tactics.Design/methodology/approachTo assess the hypothesized relationships between culture and ethically questionable negotiation tactics at three cultural levels of analysis, the authors collected data from Turks who reside in Turkey and in Germany and from Greeks who reside in Greece and in Cyprus. Respondents' national-level cultural values were inferred from their nationality, respondents' societal-level cultural values were inferred from their country of residency, and respondents' individual-level cultural values were inferred from their discrete and unique individuality.FindingsAt the national level, the authors found that Turks in Turkey and Germany scored significantly higher than Greeks in Greece and Cyprus on the endorsement of pretending negotiation tactics. At the societal level, the authors found that Turkish negotiators in Germany displayed higher levels of lying negotiation tactics and lower levels of pretending negotiation tactics than Turkish negotiators in Turkey. Greek negotiators in Greece endorsed deceiving and lying tactics more than Greek negotiators in Cyprus. At the individual level, the authors found that negotiators who score high on vertical individualism and collectivism endorse questionable negotiation tactics significantly more than negotiators who score high on horizontal individualism and collectivism.Originality/valueThe authors empirically demonstrate how national-, societal- and individual-level cultures differentially influence negotiators' tendency to endorse questionable negotiation tactics. The study's trilevel analysis allows for integrating the societal-level theories of negotiators' acculturation and cultural adjustment to a host culture, highlighting the importance of bicultural identity.

Social network behavior inappropriateness: the role of individual-level espoused national cultural values

PurposeThe purpose of the current study is to investigate the effects of individual-level (espoused) cultural values (collectivism, power distance, uncertainty avoidance, masculinity and long-term orientation) on the individuals' acceptability of inappropriate social network behaviors.Design/methodology/approachThe study employs survey data collected from 482 social network users (261 in the United States and 221 from India).FindingsResults show that individuals with high power distance, masculinity and long-term oriented cultural values are more accepting of inappropriate social network behaviors of others, while those with strong uncertainty avoidance cultural values have high degree of social network behavior inappropriateness, which is defined as the extent to which behaviors of social network users are considered unacceptable by others.Research limitations/implicationsThe paper highlights the need for more academic research on the intersection of culture and social network behaviors. This study emphasizes the need for adopting an interdisciplinary approach to understand individuals' social network behaviors.Practical implicationsThe paper offers recommendations to global organizations pertaining to the need for creating social network policies in such a way that encourages their global workforce to openly, yet respectfully, share their ideas using social networks.Originality/valueUsing an interdisciplinary approach, the present study extends our understanding of a recently proposed social network behavioral inappropriateness construct and explains how differences in cultural values may lead to differences in individuals' social network behaviors.

The impact of cultural values on the acceptance of hotel technology adoption from the perspective of hotel employees

Technology has been gradually and widely applied to the hotel industry. Nevertheless, even though the impact of cultural values on technology adoption has been explored by previous studies, how individual-level cultural values affect hotel technology adoption was overlooked by prior studies. Hence, to bridge the aforementioned gap, the present study identifies the effects of cultural values on the acceptance of hotel technology adoption from the perspective of hotel employees. A questionnaire survey was adopted to collect data from employees currently working in the hotel industry in the U.S. To investigate the impacts of individual-level cultural values (i.e., collectivism, power distance, long-term orientation, uncertainty avoidance, and masculinity) on the technology acceptance model (i.e., perceived usefulness, perceived ease of use), structural equation modeling was applied to test and validate the seven-factor construct. The main practical implication of the present study is the consideration of cultural values on the implementation of new hotel technologies to accelerate their successful adoption.

Why organizational loyalty programs cannot prevent switching

PurposeThe purpose of this study is to investigate the extent to which loyalty programs can prevent switching, and how individual level cultural values impact this. Loyalty programs are designed to create switching costs, which reduce customers’ desire to leave. However, in practice, these programs are often misapplied; that is, most companies inadvertently treat all customers as equal. While ample research has examined the role of loyalty reward programs in facilitating customer loyalty, little is known about the extent to which individual-level cultural values moderate customer loyalty measures of trust and affective commitment and how this impacts the effectiveness of loyalty programs; that is, consumers’ intentions to “stick” with the program or to switch.Design/methodology/approachThis study uses a quasi-experiment combined with an extensive survey to collect the data.FindingsBased on data collected from one industrial country and four emerging countries, the results show that loyalty programs do not universally prevent switching behavior. Instead, this study finds that individual-level uncertainty avoidance and collectivist values significantly moderate the effects.Originality/valueThis study helps advance the understanding of how international retailers can increase their loyalty program effectiveness and reduce customer switching to competitors.

The Effect of Individual-Level Cultural Values on Responses to Supply Chain Disruption

Studies of supply chain risk management have traditionally assumed that when confronted with risks, managers make decisions using an economic utility model, to best serve the long-term objectives o...

Culture, Self, and Medical Decision Making in Australia and China: A Structural Model Analysis.

Objective. To explore and compare the influences of individual-level cultural values and personal attitudinal values on the desire for medical information and self-involvement in decision making in Australia and China. Methods. A total of 288 and 291 middle-aged adults from Australia and China, respectively, completed an online survey examining cultural and personal values, and their desired level of self-influence on medical decision making. Structural equation modeling was used to test 15 hypotheses relating to the effects of cultural and personal antecedents on the individual desire for influence over medical decision making. Results. Similar factors in both Australia and China (total variance explained: Australia 29%; China 35%) predicted desire for medical information, with interdependence (unstandardized path coefficient βAustralia = 0.102, P = 0.014; βChina = 0.215, P = 0.001), independence (βAustralia = 0.244, P < 0.001; βChina = 0.123, P = 0.037), and health locus of control (βAustralia = −0.140, P = 0.018; βChina = −0.138, P = 0.007) being significant and positive predictors. A desire for involvement in decisions was only predicted by power distance, which had an opposite effect of being negative for Australia and positive for China (total variance explained: Australia 11%; China 5%; βAustralia = 0.294, P < 0.001; China: βChina = −0.190, P = 0.043). National culture moderated the effect of independence on desire for medical information, which was stronger in Australia than China (Z score = 1.687, P < 0.05). Conclusions. Study results demonstrate that in both countries, desire for medical information can be influenced by individual-level cultural and personal values, suggesting potential benefits of tailoring health communication to personal mindsets to foster informed decision making. The desired level of self-involvement in decision making was relatively independent of other cultural and personal values in both countries, suggesting caution against cultural stereotypes. Study findings also suggest that involvement preferences in decision making should be considered separately from information needs at the clinical encounter.

Does Power Distance Influence Perceptions of Sexual Harassment at Work? An Experimental Investigation

The influence of cultural values on perceptions of sexual harassment has often been examined by making comparisons across cultures. As the workplace becomes increasingly diverse, it becomes more important to investigate the effects of individual-level cultural values on workplace behaviors. In the present study, we investigated the influence of differences in power distance value orientation on perceptions of sexual harassment. Participants were primed with a high versus low power distance mindset using priming procedures (Brockner et al. in J Exp Soc Psychol 37:300–315, 2001) and then presented with sexual harassment scenarios (representing either hostile work environment or quid pro quo situations). Participant ratings of perceived severity of sexual harassment within the scenarios were obtained. Findings suggest that individuals primed with high power distance were more tolerant of sexual harassment and perceived these behaviors as less severe, as compared to those who were primed with low power distance. Implications for research and development of future sexual harassment training programs are discussed.

How do Culture, Individual Traits, and Context Influence Koreans’ Interpersonal Arguing? Toward a More Comprehensive Analysis of Interpersonal Arguing

This research explores the dynamics of interpersonal arguing in South Korea by considering cultural influence, individual traits, and contexts. In a cross-cultural study (Study 1) where Koreans (N = 349) were compared to U.S. Americans (N = 237) on basic measures of argument orientations, several interesting contrasts emerged, along with considerable similarity. Koreans evaluated conflicts more positively than Americans even though they were more worried about the relational consequences of arguing. Within the Korean sample, sex difference was pronounced. Study 2 (N = 491) found that power distance orientation was critical individual-level cultural value for Koreans’ argument motivations. When power distance orientation was controlled, argument partner’s social status was significantly associated with Koreans’ motivation to both avoid and approach arguing but not with verbal aggressiveness. The discussion highlights the importance of considering situational as well as individual factors in intercultural studies.

Perceptions of Psychological Contract Breach and Perceptions of Co-Worker Exclusion: The Moderating Effects of Collectivism and Individualism

Social exclusion has negative outcomes in the workplace, yet we know little about its antecedents. We argue that employees’ perceptions of psychological contract breach (by their organizations) lead them to perceive that they are being excluded by co-workers. We further argue that the individual-level cultural values of collectivism and individualism play important roles in determining the degree to which employees perceive co-worker exclusion. Using a sample of 265 employees across two points in time, we find a positive association between perceptions of psychological contract breach and perceptions of co-worker exclusion. We also find that employees’ collectivistic orientations weaken this positive relationship, while employees’ individualistic orientations strengthen this positive relationship. Our findings add to the growing body of research exploring the interconnectedness of social exchange relationships in the workplace, as well as how cultural values affect these social exchange relationships.

Teamwork orientation and personal learning: The role of individual cultural values and value congruence

Orientation: There is a growing body of research that indicates that personal factors such as collectivist value orientation play an important role in individuals’ preference for teamwork, and an individual’s propensity to work in a team is seen as a contributing factor in one’s personal learning. Research purpose: The purpose of this article is twofold. Firstly, the article aims to explore whether individual-level cultural values of power distance, uncertainty avoidance and masculinity–femininity interact with individual collectivist values to influence teamwork orientation. Secondly, the study aims to examine the influence of teamwork orientation on personal learning further exploring the role of perceived value congruence in this relationship. Motivation for the study: While an extensive amount of research has been conducted on teamwork orientation, the question of how individual cultural values influence formation of teamwork orientation is still largely unanswered. This lack is especially evident with regard to how the influence of collectivism on the development of positive attitudes towards teamwork is promoted or inhibited by other values such as power distance, uncertainty avoidance and masculinity–femininity. Moreover, the current evidence about the influence of teamwork orientation on personal learning and the role of personal and contextual factors in such a relationship is still scarce. Research design, approach and method: The study used a cross-sectional survey, with data collected from 120 business students engaged in project teams at a Norwegian university. All the hypothesised relationships were assessed using partial least square structural equation modelling technique. Main findings: The findings indicate that the link between collectivism–teamwork orientation is stronger for team members who scored high on uncertainty avoidance values and the relationship was weaker for team members who endorsed high-power distance values. Teamwork orientation was significantly associated with personal learning independent of the degree of perceived value congruence between individual member and other team members. Practical or managerial implications: Our study offers implications for managing teams and facilitating employee learning and development in organisations. The study may also benefit teachers in higher education in facilitating students’ learning through group activities. Contribution or value-added: This study provides initial evidence on the contingent effect of power distance and uncertainty avoidance in the collectivism–teamwork orientation relationship. The study further contributes to the existing literature on the effects of preference to work in teams by assessing the influence of teamwork orientation on personal learning in addition to considering the role of perceived value congruence in this relationship.

The influence of individual espoused cultural values on self-directed use of technology for language learning beyond the classroom

Students' use of technology for learning beyond the classroom is critical to maximizing the educational potential of technology, and understanding factors that affect learners' adoption of technology is critical. This study examined the influence of individual espoused cultural values on learners' voluntary technology adoption in informal learning contexts. Structural equation modeling was used to test a model of the direct and moderating effects of espoused cultural values on learners' self-directed use of technology for learning beyond the classroom, based on the survey responses of 661 foreign language learners from three countries/regions. The study found strong direct effects but weak moderating effects of cultural values. It further found that long-term orientation and uncertainty avoidance were two individual-level cultural value orientations that played important roles in the voluntary adoption of technology for self-directed learning beyond the classroom.

The role of customer gratitude in relationship marketing: moderation and model validation

Relationship marketing (RM) theories often emphasize on the role of trust and commitment in affecting seller performance outcomes. We test a recently developed model in a field experiment that demonstrates that RM investments (RMI) generate feelings of gratitude depending on the different types of gratitude leveraging acts and affects purchase intentions. The results confirm the presence of previously untested relationship between trust and purchase intention. The existing model is extended by including the moderating effects of the nature of the medium of communication for the seller–customer interaction (i.e. face-to-face vs. telephonic communication), and the varying intangibility of the purchase context (i.e. product vs. service) on the above relationship. Third, evidence of the moderating influence of certain individual-level cultural value orientations (i.e. good vs. evil, changeable vs. unchangeable and doing vs. being) is found. It is also endeavoured to extend and validate the model to a new culture.

Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries: a structural equation modeling of an extended technology acceptance model

ABSTRACTIn this study, we examine the effects of individual-level culture on the adoption and acceptance of e-learning tools by students in Lebanon using a theoretical framework based on the Technology Acceptance Model (TAM). To overcome possible limitations of using TAM in developing countries, we extend TAM to include subjective norms (SN) and quality of work life constructs as additional constructs and a number of cultural variables as moderators. The four cultural dimensions of masculinity/femininity (MF), individualism/collectivism, power distance and uncertainty avoidance were measured at the individual level to enable them to be integrated into the extended TAM as moderators and a research model was developed based on previous literature. To test the hypothesised model, data were collected from 569 undergraduate and postgraduate students using e-learning tools in Lebanon via questionnaire. The collected data were analysed using the structural equation modelling technique in conjunction with multi-group analysis. As hypothesised, the results of the study revealed perceived usefulness (PU), perceived ease of use (PEOU), SN and quality of work life to be significant determinants of students’ behavioural intention (BI) towards e-learning. The empirical results also demonstrated that the relationship between SN and BI was particularly sensitive to differences in individual-cultural values, with significant moderating effects observed for all four of the cultural dimensions studied. Some moderating effects of culture were also found for both PU and PEOU, however, contrary to expectations the effect of quality of work life was not found to be moderated by MF as some previous authors have predicted. The implications of these results to both theory and practice are explored in the paper.

Individual-level Cultural Values and Norms at Workplace - Comparison between Korea and China -

유교 문화의 영향으로 한국과 중국은 다소 상이한 점도 있으나 비교적 유사한 사회적 규범과 문화를 공유하고 있다. 최근 두 나라의 도약적인 경제 발전과 다문화 사회로의 변화로 조직구성원의 가치나 규범체제에도 문화적 변화를 겪고 있음에도 불구하고 두 문화 간 비교연구가 활발히 진행되고 있지 않은 실정이다. 이에 본 연구는 복합적 문화 가치의 변화가 조직구성원의 태도와 행동에 미치는 영향을 조사함으로써 이질성과 갈등을 초래할 수 있는 조직 문화적 이슈를 이해하고 심도 있는 한국과 중국의 비교연구를 위한 기초연구를 제공함에 그 목적이 있다. 조직구성원의 집단주의(collectivism), 권력거리(power distance), 불확실성 회피(uncertainty avoidance)와 같은 Hofstede 문화지수와 전통적 규범(tradtitionality)과 같은사회 규범을 이용하여, 조직구성원간의 관계성(LMX), 그들의 태도(정서적 몰입, 지속적 몰입)와 행동(직무성과와 조직시민행동)에 미치는 문화적 가치와 규범의 영향력에 대해 조사하였다. 검증을 위해 417부(한국 211부, 중국 206부)의 설문을 수집하였다. 분석 결과에 따르면, 불확실성 회피와 전통적 규범은 정서적 조직몰입과 LMX에 정적 영향을 주었는데 이는 중국에 비해 한국 근로자에게 더 큰 의미있는 영향력이 있었다. 반면 권력거리와 지속적 조직몰입은 양국에서 강한 상관관계를 보이며 한국과 중국 근로자 모두에게서 정적 영향관계가 있음을 확인하였다. 불확실성을 회피하고자 하는 양국근로자의 성향은 그들의 직무성과에 정적 영향을 주고 있었으며, 집단주의 성향은 중국 근로자들의 직무성과에는 부적 영향을 주고 있음을 확인하였다. 반면 권력거리에 대한 수용 성향은 한국 근로자의 직무성과에 부적 영향을 주고 있었다. 마지막으로 양국 근로자의 조직시민행동은 불확실성 회피 성향에 의해 정적 영향을 받고 있음을 확인하였다. 연구결과를 바탕으로 시사점과 연구의 한계점 및 향후 연구방향이 논의 되었다.

Work-home interference and work values in Greater China

Purpose– The purpose of this paper is to investigate the mediating effects of work-home interference (WHI) on the relationships between work demand, work attitudes, and job performance, with a focus on the moderating effect of Chinese work values (CWV).Design/methodology/approach– A self-administered survey method was used. The sample comprised 1,032 employees from Mainland China, Hong Kong, and Taiwan. The moderated mediation framework was used to test the proposed model.Findings– The results showed that WHI mediated the relationships among work demand, job satisfaction, and affective organizational commitment (AOC), but did not mediate the relationship between work demand and job performance. CWV moderated the mediated relationships and exacerbated the mediation effects of WHI on the relationships between work demand and job satisfaction and AOC.Research limitations/implications– The use of a cross-sectional design prevented the drawing of causal inference. With the exception of job performance, the self-reported measures are all subject to the problem of common method bias.Practical implications– Organizations in Greater China could implement stress management programs to reduce the negative effects of work demands. HR practitioners and managers should understand what values their employees hold to provide the proper interventions for them.Originality/value– By integrating both the mediator (WHI) and a moderator (CWV), this study investigated how CWV, an individual-level cultural value, affects the influences of WHI. The results highlight the importance of incorporating culturally specific value constructs when examining the underlying mechanisms of WHI.