4. • Attitudes
Tendency to respond positively or negatively to
an attitude object (people/objects/ideas)
• Beliefs
Convictions about what is true and false
• Values
Basic principles organizing one’s orientation to life
5. Attitudes are evaluations made about
specific problems/issues
Based on:
• Personal characteristics
• Cultural background
• Educational background
• Family influences
• Religious influences
• Social class
• Race/ethnic origin
"Attitude is the extent of liking or
disliking something." (Mueller, 1980)
6. Likert-Type Index:
Strongly Disagree Disagree Moderately Disagree Undecided Moderately Agree Agree Strongly
Agree
1 2 3 4 5 6 7
I' m afraid to speak up in conversations 1 2 3 4 5 6 7
I talk less because I'm shy 1 2 3 4 5 6 7
Semantic Differential Index:
How would you describe the relationship between you and the person you just talked to? Put a
checkmark in the box that best describes your feelings
personal:_____: _____: _____: _____: _____ : _____: _____ :impersonal
nonintimate: __: _____: _____: _____ : _____ : _____: _____ :intimate
8. Relationship between Attitudes,
Beliefs and Values
Values
Deep
Shallow
Experience, authority
Individual
Family, school, church
Equality
EXAMPLE
Women are discri-
minated against in the
workplace
Affirmative Action is
good
Beliefs
Attitudes
9. Understanding values
• Beliefs are foundations for values
• Values are individual and collective
• Values inform a culture of what is
good or bad, right or wrong, correct or
incorrect, appropriate or inappropriate
• Values establish normative modes of
behavior in a culture
11. US Values Foreign Counterpart Values
Personal Control over the Environment
Change
Time & Its Control
Equality
Individualism/Privacy
Self-Help
Competition
Future Orientation
Action/Work Orientation
Informality
Directness/Openness/Honesty
Practicality/Efficiency
Materialism/Acquisitiveness
1 Fate
Tradition
Human Interaction
Hierarchy/Rank/Status
Group’s Welfare
Birthright Inheritance
Cooperation
Past Orientation
"Being" Orientation
Formality
Indirectness/Ritual/"Face"
Idealism
Spiritualism/Detachment
2
3
4
5
6
7
8
9
10
11
12
13
ValuesAmericansLiveBy
12. Kluckhohn and Strodtbeck’s
Value Orientation
Basic questions:
– What is the character of human nature?
– What is the relation of humankind to nature?
– What is the orientation toward time?
– What is the value placed on activity?
– What is the relationship of people to each other?
13. ORIENTATION VALUE AND BEHAVIOR CHANGE
Human nature Basically evil Mixture of good and evil Basically good
Puritans Taoist Confucianism
Humans and nature Subject to nature Harmony with nature Master of nature
India/South America American Indians Western cultures
Sense of time Past Present Future
Activity Being Being-in-Becoming Doing
Social relationships Authoritarian Group Individualism
14. FACE AND FACEWORK
Influenced by cultural values and vary
across cultures
– In individualistic cultures a person’s face is
usually derived from his or her own self-effort
and is normally independent of others
– In collectivistic cultures, group membership is
normally the primary source of identity and
status
15. FACE & FACEWORK
•Face: self-image we project to others; our public identity
•Face Work: communication that builds, maintains,
protects, threatens that image
•Face Threat: when a person’s desired identity in a
particular interaction is challenged
•Creates discomfort & embarrassment
•Face Concern: self-face, other-face, mutual-face
17. 1. Preventive facework:
• Avoiding face threatening topics & changing subjects
• Pretending not to notice
• Disclaimers: used to save own face
• Politeness: used to save other’s face (directness/indirectness)
2. Corrective facework: repair face damage
• Avoidance (i.e. ignoring predicament & continuing)
• Humor
• Apologies
• Accounts (i.e. explaining inappropriate behavior)
• Physical remediation
FACEWORK
Manage face dilemma and counteract face threats to self & others
20. FACE AND FACEWORK
• Varying attitudes as to what represents
face and how facework is conducted have
a very noticeable impact on how a culture
views and approaches conflict
• The differences between face and
facework across cultures are a function of
different cultural values
21. Cultural patterns and communication
Individualism
• Focus is on the individual
& self- promotion
• Independency
• Task dominates
relationship
• Social obedience through
sense of guilt
Collectivism
• Focus is on the group/
affiliations & self-criticism
• Interdependency
• Relationship dominates
task
• Social obedience through
sense of shame
22. Cultural patterns and communication
Egalitarian
• Horizontal relationships
• Subordinates consulted
• Equality expected
Hierarchal
• Vertical relationships
• Subordinates informed
• Inequality accepted
23. Cultural patterns and communication
Low Uncertainty Avoidance
• Change is normal and
good
• Few behavioral protocols
• Greater cultural diversity
High Uncertainty Avoidance
• Change is disruptive and disliked
• Many behavioral protocols
• Less cultural diversity
24. Cultural patterns and communication
Monochronic
• Time is linear and segmented
• Focus on a single task
• Adherence to schedules
Polychronic
• Time is flexible
• Focus on multiple tasks
• Weak ties to schedules
25. Cultural patterns and communication
Low Context Communication
• Meaning reliant on verbal
message
• Nonverbal communication
low importance
• Silence is avoided
High Context Communication
• Meaning can be derived
from context
• Nonverbal communication
high importance
• Silence is normal
26. Cultural patterns and communication
Low Face Concerns
• Conflict/disagreement is
constructive
• Concern for self-face
High Face Concerns
• Conflict/disagreement is
threatening
• Concern for mutual/other-face
28. Minkov’s Monumentalism/Flexhumility
Monumentalism
• Interpersonal competition
valued
• Lower value on education
• Difficulty in adapting to
another culture
• Suicide taboo
• Tipping expected/prevalent
Flexhumility
• Interpersonal competition
problematic
• Higher value on education
• Easily adapts to another culture
• Suicide accepted
• Tipping not expected/rarely done
30. The Globe Study:
The Globe Study and Cultural Dimensions
Uncertainty
Avoidance
The extent that societal or organizational
members work to reduce uncertainty about
future events through the use of social norms,
protocols, and established practices.
Power Distance The degree that societal or organizational members
acquiesce to the unequal distribution of power.
Collectivism –
Societal
The degree that established social and
organizational practices condone and reward
collective actions and resource distribution.
Collectivism –
In-group
The degree of pride, loyalty, and interconnectedness
that people have in their family or organization.
Gender
Egalitarianism
The degree that a society or organization minimizes
differences in gender roles and gender inequality.
31. The Globe Study:
The Globe Study and Cultural Dimensions
Assertiveness How assertive, confrontational, and aggressive are
members of a society or organization in their social
interactions.
Future
Orientation
The extent that people take part in future orientated
actions, such as planning and investing for the future and
delaying gratification.
Performance
Orientation
The degree that a society or organization rewards
members for improvement and excellence.
Humane
Orientation
The degree that a society or organization promotes and
rewards displays of fairness, altruism, generosity, caring,
and kindness toward others.
32. The Globe Study:
Globe societies and clusters
•Anglo Cluster:
–All of the members of this cluster are developed nations
with predominantly English speaking populations
–A major characteristic is an individualistic, performance
based orientation, with a forward looking perspective
– Rewards are a result of merit and there is less
dependence on formal rules and established procedures
–While gender equality is valued, in practice the countries
are male-dominated
33. The Globe Study:
Globe societies and clusters
• Latin Europe Cluster
– A distinctive feature of the Latin Europe group is
the reliance on the state to provide a wide range
of social support services
– tends more toward collectivism than individualism
– gender equality was the lowest score of the
cluster
– power distance was the highest score
34. The Globe Study:
Globe societies and clusters
• Nordic Europe Cluster
– High score on gender equality, future
orientation, and uncertainty avoidance
– Underplaying of assertiveness, familial, and
masculine authority and emphasis on certainty,
social unity and cooperation
– The welfare state found in all Nordic
nations may contribute to the cluster’s
low performance orientation scores
35. The Globe Study:
Globe societies and clusters
• Germanic Europe Cluster
–High scores on assertiveness, uncertainty
avoidance, and power distance
–Low scores on gender
–Self reliance on well-defined rules and standards,
masculinity
–Assertive approach taken by members of these
nations, along
–Technocratic orientation
36. The Globe Study:
Globe societies and clusters
• Eastern Europe Cluster
– Preference for hierarchical organizational
leadership practices
– Strong in-group collectivism, and
gender equality
– High tolerance for uncertainty It is useful
to note that
– Many of the nations in this cluster were once
part of the former Soviet Union
37. The Globe Study:
Globe societies and clusters
• Latin America Cluster
– Paternalism perspective is a central theme
– Desire to sustain personal social status
– Predilection for in-group collectivism
– Sense of fatalism
– Prefer to live life in the present, rather than
planning for the future
38. The Globe Study:
Globe societies and clusters
• Middle East Cluster
– The five nations of this cluster share a common
historical, religious, and socio-cultural heritage.
• Arabic is the common language in all but Turkey
• Islam is the dominant religion
– Strong in-group collectivism - centers on the family
and attachments to other groups such as
tribe, sect, village, neighborhood, or
classmates
39. The Globe Study:
Globe societies and clusters
• Middle East Cluster
– Follow well-defined power distance hierarchies
in their relationships
– Have very distinct gender roles, with masculinity
being predominant
– Many institutionalized values can be
attributed to the Koran, which teaches
that leadership authority should be
respected and provides clear
definitions of the different roles for
men and women
40. The Globe Study:
Globe societies and clusters
• Southern Asia Cluster:
– Strong in-group collectivism, humanism
– Preference for social hierarchy
– Tendency toward male domination
• Within the workforce, women commonly have to rely
on family connections or a lengthy work history in
order to compete with their male counterparts
• It appears that modern South Asian women are
seen as having outside accomplishments but are
expected to concurrently maintain strong family ties
41. The Globe Study:
Globe societies and clusters
• Confucian Asia Cluster
– Pervasive influence of Chinese history and Confucianism
– Confucianism that contributes to the contemporary
practice of strong societal and in-group collectivism
performance
– Rewards are associated less with individual achievement
and more with attainment of collective goals
