ORGANIZATIONAL BEHAVIOR
• By sujith bhaskar R
FREQUENTLY USED SHORTCUTS IN
JUDGING OTHERS
SELECTIVE PERCEPTION
PEOPLE SELECTIVELY INTERPRET WHAT THEY SEE ON
THE BASIS OF THEIR INTERESTS, BACKGROUND,
EXPERIENCE, AND ATTITUDES.
HALO EFFECT
DRAWING A GENERAL IMPRESSION ABOUT AN
INDIVIDUAL ON THE BASIS OF A SINGLE
CHARACTERISTIC.
FREQUENTLY USED SHORTCUTS IN
JUDGING OTHERS
CONTRAST EFFECTS
EVALUATIONS OF A PERSON’S CHARACTERISTICS
THAT ARE AFFECTED BY COMPARISONS WITH OTHER
PEOPLE RECENTLY ENCOUNTERED WHO RANK
HIGHER OR LOWER ON THE SAME CHARACTERISTICS.
FREQUENTLY USED SHORTCUTS IN
JUDGING OTHERS
PROJECTION
ATTRIBUTING ONE’S OWN CHARACTERISTICS TO
OTHER PEOPLE.
STEREOTYPING
JUDGING SOMEONE ON THE BASIS OF ONE’S
PERCEPTION OF THE GROUP TO WHICH THAT
PERSON BELONGS.
SPECIFIC APPLICATIONS IN
ORGANIZATIONS
♦ EMPLOYMENT INTERVIEW
♦ PERFORMANCE EXPECTATIONS
♦ PERFORMANCE EVALUATION
♦ EMPLOYEE EFFORT
♦ EMPLOYEE LOYALTY
AMBIGUOUS PICTURE OF A YOUNG
WOMAN AND AN OLD WOMAN.
(SOURCE: EDWIN G. BORING, “A NEW AMBIGUOUS
FIGURE,” AMERICAN JOURNAL OF PSYCHOLOGY,
JULY 1930, P. 444. ALSO SEE ROBERT LEEPER, “A
STUDY OF A NEGLECTED PORTION OF THE FIELD OF
LEARNING - THE DEVELOPMENT OF SENSORY
ORGANIZAITON,” JOURNAL OF GENETIC
PSYCHOLOGY, MARCH 1935, P. 62. ORIGINALLY
DRAWN BY CARTOONIST W.E. HILL AND
PUBLISHED IN PUCK, NOVEMBER 6, 1915.)
CLEAR PICTURES OF THE YOUNG
WOMAN AND OLD WOMAN.
( SOURCE : ROBERT LEEPER, “A STUDY OF A
NEGLECTED PORTION OF THE FIELD OF LEARNING -
THE DEVELOPMENT OF SENSORY ORGANIZATION,”
JOURNAL OF GENETIC PSYCHOLOGY, MARCH 1935, P.
62. )
THE RATIONAL DECISION-MAKING
PROCESS
RATIONAL
REFERS TO CHOICES THAT ARE CONSISTENT AND
VALUE MAXIMIZING.
RATIONAL DECISION-MAKING
A DECISION-MAKING MODEL THAT DESCRIBES HOW
INDIVIDUALS SHOULD BEHAVE IN ORDER TO
MAXIMIZE SOME OUTCOME.
STEPS IN THE RATIONAL DECISION-
MAKING MODEL
♦ DEFINE THE PROBLEM
♦ IDENTIFY THE DECISION CRITERIA
♦ ALLOCATE WEIGHTS TO THE CRITERIA
♦ DEVELOP THE ALTERNATIVES
♦ EVALUATE THE ALTERNATIVES
♦ SELECT THE BEST ALTERNATIVE
ASSUMPTIONS OF THE MODEL
♦ PROBLEM CLARITY
♦ KNOWN OPTIONS
♦ CLEAR PREFERENCES
♦ CONSTANT PREFERENCES
♦ NO TIME OR COST CONSTRAINTS
♦ MAXIMUM PAYOFF
CREATIVITY IN DECISION MAKING :
DEFINITION
THE ABILITY TO COMBINE IDEAS IN A UNIQUE WAY
OR TO MAKE UNUSUAL ASSOCIATIONS BETWEEN
IDEAS.
DECISION MAKING ORGANIZATIONS
♦ BOUNDED RATIONALITY
♦ INTUITION
♦ PROBLEM IDENTIFICATION
♦ ALTERNATIVE DEVELOPMENT
♦ MAKING CHOICES
♦ ESCALATION OF COMMITMENT
BOUNDED RATIONALITY
INDIVIDUALS MAKE DECISIONS BY CONSTRUCTING
SIMPLIFIED MODELS THAT EXTRACT THE
ESSENTIAL FEATURES FROM PROBLEMS WITHOUT
CAPTUREING ALL THEIR COMPLEXITY.
♦ THE SATISFICING DECISION MAKER SETTLES
FOR THE FIRST SOLUTION THAT IS “GOOD ENOUGH”.
INTUITIVE DECISION MAKING
AN UNCONSCIOUS PROCESS CREATED OUT OF
DISTILLED EXPERIENCE.
♦ INTUITION IS NOT INDEPENDENT OF
RATIONAL ANALYSIS. THE TWO COMPLEMENT
EACH OTHER.
MAKING CHOICES
HEURISTICS
JUDGMENTAL SHORTCUTS IN DECISION MAKING.
AVAILABILITY HEURISTIC
THE TENDENCY FOR PEOPLE TO BASE THEIR
JUDGMENTS ON INFORMATION THAT IS READILY
AVAILABLE TO THEM.
REPRESENTATIVE HEURISTIC
ASSESSING THE LIKELIHOOD OF AN OCCURRENCE
BY DRAWING ANALOGIES AND SEEKING
IDENTICAL SITUATIONS WHERE THEY DON’T
EXIST.
ESCALATION OF COMMITMENT
AN INCREASED COMMITMENT TO A PREVIOUS
DECISION IN SPITE OF NEGATIVE INFORMATION.
ORGANIZATIONAL CONSTRAINTS :
DECISION MAKING
♦ PERFORMANCE EVALUATION
♦ REWARD SYSTEMS
♦ PROGRAMMED ROUTINES
♦ SYSTEM-IMPOSED TIME CONSTRAINTS
♦ HISTORICAL PRECEDENTS
FACTORS AFFECTING ETHICAL DECISION-
MAKING BEHAVIOR
STAGE OF MORAL
DEVELOPMENT
ORGANIZATIONAL
ENVIRONMENT
LOCUS OF CONTROL
ETHICAL DECISION-
MAKING BEHAVIOR
PERCEPTION : DEFINITION
PERCEPTION CAN BE DEFINED AS THE PROCESS
THROUGH WHICH PEOPLE SELECT, ORGANIZE AND
INTERPRET OR ATTACH MEANING TO EVENTS
HAPPENING IN THE ENVIRONMENT.
THIS ORGANIZATIONAL BEHAVIOR TEXT AND
CASES
UMA SEKARAN
HONING PERCEPTUAL SKILLS
♦ KNOWING AND PERCEIVING ONESELF
ACCURATELY
♦ BEING EMPATHIC
♦ HAVING POSITIVE ATTITUDES
♦ ENHANCING ONE’S SELF-CONCEPT
♦ MAKING A CONSCIOUS EFFORT TO AVOID
THE POSSIBLE COMMON BIASES IN
PERCEPTION
♦ COMMUNICATING WITH EMPLOYEES TO
ERASE INCORRECT PERCEPTIONS, AND
♦ AVOIDING ATTRIBUTIONS.
SUBPROCESSES OF PERCEPTION
EXTERNAL
EBVIRON-
MENT
STIMULUS
OR
SITUATION
CONFRONTATION
OF SPECIFIC
STIMULUS
REGISTRATION
OF STIMULUS
INTERPRETATION
OF STIMULUS
FEEDBACK
FOR CLARI-
FICATION
BEHAVIOR
CONSEQUENCE/S
THE JOHARI WINDOW
ASPECTS OF ME THAT:
PUBLIC AREA BLIND AREA
PRIVATE AREA DARK AREA
OTHERS KNOW
OTHERS DON’T
KNOW
MODEL OF PERCEPTUAL PROCESS
PERCEIVED CHARACTERISTICS OF
STIMULI OR INPUTS
SIZE STATUS
INTENSITY APPEARANCE
REPETITION CONTRAST
NOVELTY MOTION
PERCEPTUAL MECHANISMS
SELECTION INTERPRETATION
ORGANISATION
PERCEPTUA
L INPUTS OR
STSTIMULI
OBJECTS
EVENTS
PEOPLE
PERCEPTUAL
OUTPUTS
ATTITUDES
OPINIONS
FEELINGS
VALUES
BEHAVIOUR
CHARACTERISTICS OF THE SITUATION
- PHYSICAL
- SOCIAL
- ORGANISATIONAL
- TIMING
- ORGANISATIONAL ROLES
PERCEIVERS CHARACTERISTICS
1. NEEDS & MOTIVES
2. SELF-CONCEPT
3. PAST EXPERIENCE
4. PSYCHOLOGICAL OR EMOTIONAL STATE
5. OTHER PERSONALITY ROLES
CASE STUDIES : OB
Dr. T.V.RAO.
A good way to learn from cases is to analyze each case
and the following questions may be asked:
1. What is the problem? What is the organization or the
manager in the case should be concerned about?
2. What will happen if the organization /manager lets thing
go on as they are?
3. What are the events that have led upto this situation?
4. What are the competency gaps of various individuals in
performing their roles?
5. What organization polices seem to effect the individuals
in the case?
6. What are the points of view adopted that have led to the
present situation? Which of these are desirable or less
desirable?
7. What can be done to solve the problem? Who should
initiate action? How? With what anticipated
consequences?
8. What is the role of HR Manager?
9. What things should change in the organization? What
should change in different individuals involved in the
case in terms of their attitudes, valves, perceptions etc.?
10. What lessons can be drawn from this case for the
organization, the line manager, and the HR Manager?
United States
Australia
Canada
Britian
Netherlands
Singapore
Germany
France
Honkong
Japan
Italy
Taiwan
Soth Korea
0 5 10 15 20 25 30 35
FIGURE 1.1
The distribution
(per 100 people,
1995) of computers
around the world.
(Source: World
Economic Forum,
1996.)
Presence of Tension
• Gap between vision &
reality
• Questioning / Inquiry
• Challenging Status Quo
• Critical Reflection
Systems Thinking
• Shared vision
• Holistic Thinking
• Openness
Cultural Facilitating
Learning
• Suggestions
• Team Work
• Empowerment
• Empathy
FIGURE 2.2
Characteristics of learning
organizations. (source: Adapted from
Fred Luthans, micheal J. Rubach,
and Paul Marsnik, “Going Beyond
Total Quality: The Characteristics,
Techniques, and Measures of
Learning Organizations.
“The international
Journal of Organzational Analysis Jan’1995
LEARNING
ORGANIZATION
VALUES, ATTITUDES AND
JOB SATISFACTION
“A VALUE IS A VALUE FOR ME ONLY WHEN I SEE
THE VALUE OF THE VALUE AS VALUABLE TO ME.”
SWAMI DAYANANDA
THE VALUE OF VALUES
SRI GANGA DHARE SWAR TRUST
PURANI JHADI RISHIKESH
“WHEN YOU PREVENT ME FROM DOING ANYTHING
I’WANT TO DO, THAT IS PERSECUTION; BUT WHEN I
PREVENT YOU FROM DOING ANYTHING YOU WANT
TO DO, THAT IS LAW, ORDER AND MORALS.”
- G. B. SHAW
VALUES
BASIC CONVICTIONS THAT A SPECIFIC MODE OF
CONDUCT OR END-STATE OF EXISTENCE IS
PERSONALLY OR SOCIALLY PREFERABLE TO AN
OPPOSITE OR CONVERSE MODE OF CONDUCT OR
END-STATE OF EXISTENCE.
VALUE SYSTEM
A HIERARCHY BASED ON A RANKING OF AN
INDIVIDUAL’S VALUES IN TERMS OF THEIR
INTENSITY.
TYPES OF VALUES
TERMINAL VALUES
DESIRABLE END-STATES OF EXISTENCE; THE GOALS
THAT A PERSON WOULD LIKE TO ACHIEVE DURING
HIS OR HER LIFETIME.
INSTRUMENTAL VALUES
PREFERABLE MODES OF BEHAVIOR OR MEANS OF
ACHIEVING ONE’S TERMINAL VALUES.
A FRAMEWORK OF ASSESSING
CULTURES
• POWER DISTANCE
• INDIVIDUALISM
• COLLECTIVISM
• QUANTITY OF LIFE
• QUALITY OF LIFE
• UNCERTAINTY OF EVIDENCE
• LONG TERM ORIENTATION
• SHORT TERM ORIENTATION

Ob3 ORGANIZATIONAL BEHAVIOR 3

  • 1.
  • 2.
    FREQUENTLY USED SHORTCUTSIN JUDGING OTHERS SELECTIVE PERCEPTION PEOPLE SELECTIVELY INTERPRET WHAT THEY SEE ON THE BASIS OF THEIR INTERESTS, BACKGROUND, EXPERIENCE, AND ATTITUDES. HALO EFFECT DRAWING A GENERAL IMPRESSION ABOUT AN INDIVIDUAL ON THE BASIS OF A SINGLE CHARACTERISTIC.
  • 3.
    FREQUENTLY USED SHORTCUTSIN JUDGING OTHERS CONTRAST EFFECTS EVALUATIONS OF A PERSON’S CHARACTERISTICS THAT ARE AFFECTED BY COMPARISONS WITH OTHER PEOPLE RECENTLY ENCOUNTERED WHO RANK HIGHER OR LOWER ON THE SAME CHARACTERISTICS.
  • 4.
    FREQUENTLY USED SHORTCUTSIN JUDGING OTHERS PROJECTION ATTRIBUTING ONE’S OWN CHARACTERISTICS TO OTHER PEOPLE. STEREOTYPING JUDGING SOMEONE ON THE BASIS OF ONE’S PERCEPTION OF THE GROUP TO WHICH THAT PERSON BELONGS.
  • 5.
    SPECIFIC APPLICATIONS IN ORGANIZATIONS ♦EMPLOYMENT INTERVIEW ♦ PERFORMANCE EXPECTATIONS ♦ PERFORMANCE EVALUATION ♦ EMPLOYEE EFFORT ♦ EMPLOYEE LOYALTY
  • 6.
    AMBIGUOUS PICTURE OFA YOUNG WOMAN AND AN OLD WOMAN. (SOURCE: EDWIN G. BORING, “A NEW AMBIGUOUS FIGURE,” AMERICAN JOURNAL OF PSYCHOLOGY, JULY 1930, P. 444. ALSO SEE ROBERT LEEPER, “A STUDY OF A NEGLECTED PORTION OF THE FIELD OF LEARNING - THE DEVELOPMENT OF SENSORY ORGANIZAITON,” JOURNAL OF GENETIC PSYCHOLOGY, MARCH 1935, P. 62. ORIGINALLY DRAWN BY CARTOONIST W.E. HILL AND PUBLISHED IN PUCK, NOVEMBER 6, 1915.)
  • 7.
    CLEAR PICTURES OFTHE YOUNG WOMAN AND OLD WOMAN. ( SOURCE : ROBERT LEEPER, “A STUDY OF A NEGLECTED PORTION OF THE FIELD OF LEARNING - THE DEVELOPMENT OF SENSORY ORGANIZATION,” JOURNAL OF GENETIC PSYCHOLOGY, MARCH 1935, P. 62. )
  • 8.
    THE RATIONAL DECISION-MAKING PROCESS RATIONAL REFERSTO CHOICES THAT ARE CONSISTENT AND VALUE MAXIMIZING. RATIONAL DECISION-MAKING A DECISION-MAKING MODEL THAT DESCRIBES HOW INDIVIDUALS SHOULD BEHAVE IN ORDER TO MAXIMIZE SOME OUTCOME.
  • 9.
    STEPS IN THERATIONAL DECISION- MAKING MODEL ♦ DEFINE THE PROBLEM ♦ IDENTIFY THE DECISION CRITERIA ♦ ALLOCATE WEIGHTS TO THE CRITERIA ♦ DEVELOP THE ALTERNATIVES ♦ EVALUATE THE ALTERNATIVES ♦ SELECT THE BEST ALTERNATIVE
  • 10.
    ASSUMPTIONS OF THEMODEL ♦ PROBLEM CLARITY ♦ KNOWN OPTIONS ♦ CLEAR PREFERENCES ♦ CONSTANT PREFERENCES ♦ NO TIME OR COST CONSTRAINTS ♦ MAXIMUM PAYOFF
  • 11.
    CREATIVITY IN DECISIONMAKING : DEFINITION THE ABILITY TO COMBINE IDEAS IN A UNIQUE WAY OR TO MAKE UNUSUAL ASSOCIATIONS BETWEEN IDEAS.
  • 12.
    DECISION MAKING ORGANIZATIONS ♦BOUNDED RATIONALITY ♦ INTUITION ♦ PROBLEM IDENTIFICATION ♦ ALTERNATIVE DEVELOPMENT ♦ MAKING CHOICES ♦ ESCALATION OF COMMITMENT
  • 13.
    BOUNDED RATIONALITY INDIVIDUALS MAKEDECISIONS BY CONSTRUCTING SIMPLIFIED MODELS THAT EXTRACT THE ESSENTIAL FEATURES FROM PROBLEMS WITHOUT CAPTUREING ALL THEIR COMPLEXITY. ♦ THE SATISFICING DECISION MAKER SETTLES FOR THE FIRST SOLUTION THAT IS “GOOD ENOUGH”.
  • 14.
    INTUITIVE DECISION MAKING ANUNCONSCIOUS PROCESS CREATED OUT OF DISTILLED EXPERIENCE. ♦ INTUITION IS NOT INDEPENDENT OF RATIONAL ANALYSIS. THE TWO COMPLEMENT EACH OTHER.
  • 15.
  • 16.
    AVAILABILITY HEURISTIC THE TENDENCYFOR PEOPLE TO BASE THEIR JUDGMENTS ON INFORMATION THAT IS READILY AVAILABLE TO THEM. REPRESENTATIVE HEURISTIC ASSESSING THE LIKELIHOOD OF AN OCCURRENCE BY DRAWING ANALOGIES AND SEEKING IDENTICAL SITUATIONS WHERE THEY DON’T EXIST.
  • 17.
    ESCALATION OF COMMITMENT ANINCREASED COMMITMENT TO A PREVIOUS DECISION IN SPITE OF NEGATIVE INFORMATION.
  • 18.
    ORGANIZATIONAL CONSTRAINTS : DECISIONMAKING ♦ PERFORMANCE EVALUATION ♦ REWARD SYSTEMS ♦ PROGRAMMED ROUTINES ♦ SYSTEM-IMPOSED TIME CONSTRAINTS ♦ HISTORICAL PRECEDENTS
  • 19.
    FACTORS AFFECTING ETHICALDECISION- MAKING BEHAVIOR STAGE OF MORAL DEVELOPMENT ORGANIZATIONAL ENVIRONMENT LOCUS OF CONTROL ETHICAL DECISION- MAKING BEHAVIOR
  • 20.
    PERCEPTION : DEFINITION PERCEPTIONCAN BE DEFINED AS THE PROCESS THROUGH WHICH PEOPLE SELECT, ORGANIZE AND INTERPRET OR ATTACH MEANING TO EVENTS HAPPENING IN THE ENVIRONMENT. THIS ORGANIZATIONAL BEHAVIOR TEXT AND CASES UMA SEKARAN
  • 21.
    HONING PERCEPTUAL SKILLS ♦KNOWING AND PERCEIVING ONESELF ACCURATELY ♦ BEING EMPATHIC ♦ HAVING POSITIVE ATTITUDES ♦ ENHANCING ONE’S SELF-CONCEPT ♦ MAKING A CONSCIOUS EFFORT TO AVOID THE POSSIBLE COMMON BIASES IN PERCEPTION ♦ COMMUNICATING WITH EMPLOYEES TO ERASE INCORRECT PERCEPTIONS, AND ♦ AVOIDING ATTRIBUTIONS.
  • 22.
    SUBPROCESSES OF PERCEPTION EXTERNAL EBVIRON- MENT STIMULUS OR SITUATION CONFRONTATION OFSPECIFIC STIMULUS REGISTRATION OF STIMULUS INTERPRETATION OF STIMULUS FEEDBACK FOR CLARI- FICATION BEHAVIOR CONSEQUENCE/S
  • 23.
    THE JOHARI WINDOW ASPECTSOF ME THAT: PUBLIC AREA BLIND AREA PRIVATE AREA DARK AREA OTHERS KNOW OTHERS DON’T KNOW
  • 24.
    MODEL OF PERCEPTUALPROCESS PERCEIVED CHARACTERISTICS OF STIMULI OR INPUTS SIZE STATUS INTENSITY APPEARANCE REPETITION CONTRAST NOVELTY MOTION PERCEPTUAL MECHANISMS SELECTION INTERPRETATION ORGANISATION PERCEPTUA L INPUTS OR STSTIMULI OBJECTS EVENTS PEOPLE PERCEPTUAL OUTPUTS ATTITUDES OPINIONS FEELINGS VALUES BEHAVIOUR CHARACTERISTICS OF THE SITUATION - PHYSICAL - SOCIAL - ORGANISATIONAL - TIMING - ORGANISATIONAL ROLES PERCEIVERS CHARACTERISTICS 1. NEEDS & MOTIVES 2. SELF-CONCEPT 3. PAST EXPERIENCE 4. PSYCHOLOGICAL OR EMOTIONAL STATE 5. OTHER PERSONALITY ROLES
  • 25.
    CASE STUDIES :OB Dr. T.V.RAO. A good way to learn from cases is to analyze each case and the following questions may be asked: 1. What is the problem? What is the organization or the manager in the case should be concerned about? 2. What will happen if the organization /manager lets thing go on as they are? 3. What are the events that have led upto this situation? 4. What are the competency gaps of various individuals in performing their roles? 5. What organization polices seem to effect the individuals in the case? 6. What are the points of view adopted that have led to the present situation? Which of these are desirable or less desirable? 7. What can be done to solve the problem? Who should initiate action? How? With what anticipated consequences? 8. What is the role of HR Manager? 9. What things should change in the organization? What should change in different individuals involved in the case in terms of their attitudes, valves, perceptions etc.? 10. What lessons can be drawn from this case for the organization, the line manager, and the HR Manager?
  • 26.
    United States Australia Canada Britian Netherlands Singapore Germany France Honkong Japan Italy Taiwan Soth Korea 05 10 15 20 25 30 35 FIGURE 1.1 The distribution (per 100 people, 1995) of computers around the world. (Source: World Economic Forum, 1996.)
  • 27.
    Presence of Tension •Gap between vision & reality • Questioning / Inquiry • Challenging Status Quo • Critical Reflection Systems Thinking • Shared vision • Holistic Thinking • Openness Cultural Facilitating Learning • Suggestions • Team Work • Empowerment • Empathy FIGURE 2.2 Characteristics of learning organizations. (source: Adapted from Fred Luthans, micheal J. Rubach, and Paul Marsnik, “Going Beyond Total Quality: The Characteristics, Techniques, and Measures of Learning Organizations. “The international Journal of Organzational Analysis Jan’1995 LEARNING ORGANIZATION
  • 28.
  • 29.
    “A VALUE ISA VALUE FOR ME ONLY WHEN I SEE THE VALUE OF THE VALUE AS VALUABLE TO ME.” SWAMI DAYANANDA THE VALUE OF VALUES SRI GANGA DHARE SWAR TRUST PURANI JHADI RISHIKESH
  • 30.
    “WHEN YOU PREVENTME FROM DOING ANYTHING I’WANT TO DO, THAT IS PERSECUTION; BUT WHEN I PREVENT YOU FROM DOING ANYTHING YOU WANT TO DO, THAT IS LAW, ORDER AND MORALS.” - G. B. SHAW
  • 31.
    VALUES BASIC CONVICTIONS THATA SPECIFIC MODE OF CONDUCT OR END-STATE OF EXISTENCE IS PERSONALLY OR SOCIALLY PREFERABLE TO AN OPPOSITE OR CONVERSE MODE OF CONDUCT OR END-STATE OF EXISTENCE.
  • 32.
    VALUE SYSTEM A HIERARCHYBASED ON A RANKING OF AN INDIVIDUAL’S VALUES IN TERMS OF THEIR INTENSITY.
  • 33.
    TYPES OF VALUES TERMINALVALUES DESIRABLE END-STATES OF EXISTENCE; THE GOALS THAT A PERSON WOULD LIKE TO ACHIEVE DURING HIS OR HER LIFETIME. INSTRUMENTAL VALUES PREFERABLE MODES OF BEHAVIOR OR MEANS OF ACHIEVING ONE’S TERMINAL VALUES.
  • 34.
    A FRAMEWORK OFASSESSING CULTURES • POWER DISTANCE • INDIVIDUALISM • COLLECTIVISM • QUANTITY OF LIFE • QUALITY OF LIFE • UNCERTAINTY OF EVIDENCE • LONG TERM ORIENTATION • SHORT TERM ORIENTATION