The Theory of Cultural Dimensions (Theorist: Geert Hofstede)

Initial study carried out by Geert Hofstede which led to the theory.

Individualism-Collectivism

• Measure of whether people prefer to work alone or in groups.
• Indication of the degree of social integration.

Collectivism

• People find ways to benefit all.
• More harmonious society.
• Tendency to show higher level of affection towards family members.
• Tend to live close together.
• Higher birth rate.

Collectivism on Behaviour
Conformity and Compliance

• Tendency to conform more easily because a harmony will be reached that way.
• Unanimity
• Groupthink
• Compliance level is low
• Compliance requires the subject to be persuaded.
• Collectivists tend to be harder to persuade because they will seek other people’s opinion in their group.

Emotions

• Less expression of emotion
• Seen as unimportant and looked down upon, specially negative emotions
• Emotional memory tend to be weaker (LTM)

Social identity

• Stronger social identity



Individualism

• The interest of an individual prevails the interest of the group.
• Ties between individuals are relatively loose.
• Care only extend to their immediate family members.
• Individualist countries
• Tend to be wealthier
• Are in areas of the world with colder climate
• Relatively lower birth rate

Individualism on Behaviour
Conformity and Compliance

• Individual thoughts are encouraged, hence lower level of conformity.
• Compliance is higher.
• Less likely that person from an individualist culture will seek for other’s opinion before making a decision

Emotions

• Encourages expression of emotions.
• Seen as a highly valued way of self expression.
• Emotional memory tend to be stronger (LTM).

Social identity

• Stronger self identity

Bond and Smith – Asch’s Paradigm with different cultures (Conformity/Culture)
Experiment brief	Meta-analysis of 133 Asch's Paradigm study in 17 different countries around the world.
[F]	Individualist societies tend to have a lower rate of conformity (e.g. US, UK, France) Collectivist societies tend to have a higher rate of conformity (e.g. Hong Kong, Fiji, Brazil)
[C]	Displayed the effect of culture on conformity.
[E]	Emic approach: took care of the cultural differences around the world individually Evaluative points of Asch's Paradigm apply.




Kashima and Triandis – Self Serving Bias and Modesty Bias study
[A]	Cultural factors affecting attribution (Self Serving Bias and Modesty Bias).
[P]	Participants were students from Japan and America. They were given pictures of unfamiliar countries and were asked to remember details. Participants then performed a recall of the details.
[F]	American students tend to attribute success to dispositional factors more. (Self serving bias). Japanese students tent to attribute failure to dispositional factors more (Modesty bias).
[C]	Biases in attribution can be affected by our cultural background.
[E]	Ecological validity: High, naturalistic observation. Culture bias: only one superstitious group were studied locally.




Masculinity-Femininity

• Depicts the degree to which masculine traits are preferred to female characteristics.
• Masculine traits
• Authority
• Assertiveness
• Performance
• Success
• Female characteristics
• Personal relationship
• Quality of life
• Service
• Welfare
• To a minimal degree showing dominance of gender.

Masculinity

• Where the culture’s dominant values are masculine traits.
• Looser relationship ties, relatively independent.
• Must be a dominant character in a relationship.
• Materialistic achievements are important e.g. trophies.

Masculinity on Behaviour

• Higher level of aggression
• More assertive

Femininity

• Where the culture’s dominant values are display less masculine traits.

(or more feminine traits)

• Higher emphasis on harmonious interpersonal relationships.
• More overlapping social roles.
• Shows more concern over the weak.
• Importance on the quality of life.



Femininity on Behaviour

• Display more affection.
• Higher quality of life.
• More harmonious social circles.

Mead – New Guinea Anthropological study
[A]	Comparing masculine and feminine traits in different cultures in New Guinea.
[P]	Covert observation. Research was done in three different tribes in New Guinea.
[F]	One tribe shows that both male and female displayed the same sensitive behaviour. Another tribe shows that both male and female were aggressive and ruthless. Another tribe shows that female had the dominant characteristics and male showed more “feminine” traits.
[C]	Mead’s demonstration of cultural differences in many respects a valid indication of how society scan influence gender-role development.
[E]	Unscientific methodology. Possible Confirmation Bias – Researcher believed that situation was influential in changing behaviour. Re-analysis of Mead’s material failed to show that one of the tribe displayed any gender dominance. Covert observation, did not interfere with subject’s life. Female researcher, might not understand the perspective of a male subject.