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 dimensions—the perspectives of a culture based on values and cultural norms. • Hofstede’s 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 reached—a 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.

5. 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.

6. 1st Cultural Dimension:Individualism 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

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

10. The effect of cultural dimensions on behavior: Marcus (2008) culture and solving puzzles…. • 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.

11. 2nd Cultural Dimension:Masculinity 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

12. The effect of cultural dimensions on behavior: Hofstede’s (2008) Analysis of the Masculinity cultural dimension in Mexico • 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.

13. The effect of cultural dimensions on behavior: Hofstede’s (2008) Analysis of the Masculinity cultural dimension in Spain • 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.

14. Evaluation of Hofstede’s cultural dimensions • 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. • Hofstede’s 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 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 Hofstede’s 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

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

16. SAQ writing… • Write an SAQ answering the following question………. ‘Outline the role of two cultural dimensions in behavior’

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