Examine the role of two cultural dimensions on behaviour. (22)

Examine (22) – Consider an argument or concept in a way that uncovers the assumptions and interrelationships of the issue.

The Theory of Cultural Dimensions (Theorist: Geert Hofstede)

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

Geert Hofstede – IBM Employee Correlation Study
[A] Identify traits through the classification of behaviour according to culture.
  • Participants were 60,000 IBM employees from over 50 different countries.
  • They were asked to fill in surveys.
  • The study carried on for 10 years.
  • Hofstede concluded with 4 bipolar Cultural Dimensions
  • Individualism-Collectivism
  • Masculinity-Femininity
  • Power Distance
  • Uncertainty Avoidance
  • Survey may consist of leading questions or predetermined results.
  • Useful for quantitative data.
  • Ecological validity: Low, lab conditions.
  • Unable to retrieve meaningful/insightful qualitative data.
  • Questions require participants to have level of literacy skills.
  • Questions were originally in English, some meanings might be lost in translation.



Collectivism on Behaviour
Conformity and Compliance


Social identity