Key idea: Cultural dimensions describe how cultures differ in their values. They help explain why groups behave differently from one culture to another.
Cultural dimensions
1
Individualism and collectivism
Is the self defined alone, or through the group?
2
Power distance
How far people accept that power is unequal.
3
Uncertainty avoidance
How far people prefer clear rules to ambiguity.
Individualism and collectivism · Power distance · Uncertainty avoidance
Bond and Smith (1996) combined 133 studies that used Asch's lines task in 17 countries. Conformity was higher in more collectivist countries.
Go further: higher-level insight: Hofstede's dimensions are taught in 2.3.6. Here the guide asks what they explain about group behaviour.
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Key idea: Dimensions predict differences between cultures, not the behaviour of each person.
Strengths
- 133 studies, 17 countries
- Explains differences in conformity
- Shows change over time (USA)
Limitations
- Country-level, not personal
- The Asch task is a Western task
- Labels can become stereotypes
Conformity fell in the USA over 40 years, so culture changes; it is not fixed by geography.
Watch out: Do not stereotype. A collectivist country contains many individualist people.