1. Psychology 307: Cultural Psychology Lecture 8

2. Scoring Your Questionnaire: IISS
In order to score your questionnaire, you must compute 2 scores.
Score 1: Sum of odd-numbered items
Score 2: Sum of even-numbered items

3. Values
What are the major value dimensions on which cultural groups vary?

4. By the end of today’s class, you should be able to:
1. define the value dimensions identified by Kluckhohn and Strodtbeck, Hofstede and Schwartz.
2. identify Canada’s rankings on Hofstede’s value dimensions.

5. What are the major value dimensions on which cultural groups vary?
Schwartz and Bilsky (1987) generated the following definition of “values”:
“Values (a) are concepts or beliefs, (b) pertain to desirable end states or behaviors, (c) transcend specific situations, (d) guide selection or evaluation of behavior and events, and (e) are ordered by relative importance.”

6. A number of studies have examined the major value
A number of studies have examined the major value dimensions on which cultures vary. These include:
(a) Kluckhohn and Strodtbeck (1973; see also Carter, 1991; Russo, 2000):
Examined values among members of diverse cultural groups within the U.S. (e.g., Hispanics, Mormons, Navaho Indians, Texans).
Identified 5 value dimensions on which these cultural groups varied:

7. Kluckhohn and Strodtbeck’s Value Dimensions
Alternative Orientations
“Time” orientation
Past, present, or future
“Man-nature” orientation
Subjugation to, harmony with, or mastery over nature
“Activity” orientation
Being, becoming, or doing
“Nature of man” orientation
Good, evil, or “mixed”
“Relational” orientation
Collateral, lineal, or individualistic

8. Value Orientations of U.S. Cultural Groups (Ho, 1997)
Value Dimension
African Americans
European Americans
Hispanic Americans
“Time” orientation
Present
Future
Past
“Man-nature” orientation
Harmony with nature
Mastery over nature
“Activity” orientation
Doing
Becoming
“Nature of man” orientation
Mixed
Good
“Relational” orientation
Collateral
Individualistic

9. (b) Hofstede (1980, 2001, 2010):
Examined values among IBM employees in 50 countries (e.g., Canada, China, Columbia, Germany, Greece, India, Indonesia, Iran, Israel, New Zealand, Poland, Uruguay, U.S., West Africa).
Early research identified 4 value dimensions on which these cultural groups varied: Power distance, uncertainty avoidance, masculinity, and individualism.

10. Countries High and Low on Hofstede’s Value Dimensions
High Scoring Countries
Low Scoring Countries
Power distance
Malaysia, Guatemala, Panama
Denmark, Israel, Austria
Uncertainty avoidance
Greece, Portugal, Guatemala
Denmark, Jamaica, Singapore
Masculinity
Japan, Austria, Venezuela
Netherlands, Norway, Sweden
Individualism
U.S., Australia, Great Britain
Panama, Ecuador, Guatemala

11. Canada’s Scores on Hofstede’s Value Dimensions
Maximum Score
Average Score
Canada’s Score
Power distance
104 55 39
Uncertainty avoidance
112 64 48
Masculinity 95 50 52
Individualism 91 43 80

12. (c) Schwartz (1999, 2011):
Examined values among individuals in 49 countries (e.g., Australia, Brazil, Denmark, Finland, France, Germany, Japan, Malaysia, Mexico, Poland, Singapore, Thailand, Turkey, United States, Zimbabwe).
Identified 3 value dimensions on which these cultural groups varied: Mastery vs. harmony, hierarchy vs. egalitarianism, and conservatism vs. autonomy.

13. Values
What are the major value dimensions on which cultural groups vary?