The distinction between vertical (emphasizing hierarchy) and horizontal (valuing equality) cultures yields novel predictions regarding the prevalence of advertising appeals. A content analysis of 1211 magazine advertisements in five countries (Denmark, Korea, Poland, Russia, U.S.) revealed differences in ad content that underscore the value of this distinction. Patterns in the degree to which a...

Individualism-collectivism is one dimension of culture that gave rise to much research in the field. This dimension in essence captures variations in the ways in which individuals relate to others within society. In individualistic societies (e.g., North America), individuals are understood to be autonomous and relatively independent of others, and there tends to be a clear distinction between ...

Survey data collected from 9,400 male commercial airline pilots in 19 countries were used in a replication study of Hofstede's indexes of national culture. The analysis that removed the constraint of item equivalence proved superior, both conceptually and empirically, to the analysis using Hofstede's items and formulae as prescribed, and rendered significant replication correlations for all ind...

This study examines the influence of culture at individual level on adoption and use electronic distance learning technologies by students a technical university when teaching in sustainable development programs. Four cultural dimensions were investigated: individualism / collectivism, masculinity femininity, power uncertainty avoidance level. We also used Technology acceptance model (TAM), whi...

Many abused married Korean women have a strong desire to leave their abusive husbands but remain in the abusive situations because of the strong influence of their sociocultural context. The article discusses Korean women's responses to spousal abuse in the context of patriarchal, cultural, and social exchange theory. Age, education, and income as component elements share common effects on the ...

This article investigates the usage of blogs in electoral campaigns in Sweden, a country characterized by strong political parties and a party centered form of representative democracy. The central argument is that blogs are utilized in different ways by different parties. The empirical analysis based on a survey among over 600 blogging politicians indicates a vast difference in uptake and usag...

This research article studies collaborative consumption practices in Kyrgyzstan the context of Theory Planned Behaviour and Auckland Individualism Collectivism dimensions. The aims to answer question: To what extent are dimensions relevant framework explaining intention engage behaviour. A quantitative online survey 308 respondents was conducted. linear regression analysis performed using R sta...