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2007 Annual International CHRIE Conference & Exposition
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MAS refers to the role that gender-based qualities play in a society. In a masculine society assertiveness
and competition are valued. In a feminine society, nurturing and caring are the norm. These traits in both societies
transcend actual gender. Areas with high masculine tendencies are Japan, Slovakia, and Hungary, with the highest
level of feminine scores coming from the Scandinavian countries.
UAI is a society’s tendency to avoid unpredictability with the implementation of strict laws and
regulations. These tendencies also manifest themselves in the lack of acceptance of differing views and opinions in
their citizens. Greece, Portugal, Uruguay and Guatemala had the highest levels of UAI while Jamaica and Singapore
were found to have the lowest.
LTO was Hofstede’s attempt to “distinguish the difference in thinking between the East and West” (Geert
Hofstede cultural dimensions, n..d, para. 1). Traits associated with long term orientation include observed status
among citizens and having a sense of shame. Short term orientation traits include saving “face,” respect or tradition,
and reciprocity for gestures of others. Aside from Thailand, Asian countries’ scores were appreciably higher than
those in the majority of the western world.
A study by Kim, Atkinson and Yang (1999) created the Asian Value Scale which identified six Asian
cultural value dimensions. They were expanded, with definitions, by Kim, Yang, Atkinson, Wolfe and Hong
(2001). The identified values are:
1.
Collectivism
refers to the importance of thinking about one’s group before oneself, considering the
needs of others before considering one’s own needs, and viewing one’s achievement as the
family’s achievement.
2.
Conformity of Norms
refers to the importance of conforming to familial and social expectations…
(and) not deviating from familial and social norms….
3.
Emotional Self-Control
refers to the importance of having the ability to control one’s
emotions,…and not outwardly expressing parental love.
4.
Family Recognition Through Achievement
refers to the importance of not bringing shame to the
family by avoiding occupational or educational failures….
5.
Filial Piety
refers to… knowing that elders have more wisdom than younger people.
6.
Humility
refers to the importance of being humble, not being boastful, and having modesty.
(p. 345-346)
These values are often quite different from how most western cultures raise their children.
Markus and Kitayama (1991) postulated that people in different cultures have strikingly different concepts
of the self, of others, and of the interdependence of the self with others. Further, western cultures value personal
achievement and individual feelings where eastern (Asian) cultures value the interdependent of the self and their
specific group.
Fry and Ghosh (1980) studied success and failure attributes between Asian Indian and Canadian Caucasian
children. They found that Caucasian students took greater personal credit for success and attributed failure to luck.
Conversely, Asian students assumed more personal responsibility for failure and attributed success to luck.
In direct terms of emotional expression and EI, Parker, Saklofske, Shaunghnessy, Huang, Wood, and
Eastabrook (2005) found that the most widely used cultural variability in models of EI is the ability to recognize
emotion from facial expressions. Matsumoto (1993), studied emotional stimuli of American born undergraduates of
Hispanic, Asian, Caucasian, and African backgrounds. Significant differences were found among the ethnic groups
on emotion judgments and self-reported emotional expressions. The study found that Asian students stress
collectivism and intra-group harmony more strongly than the cultures of Caucasians, Black, or Hispanic groups.
Matsumoto (1993) further suggested that Asians feel a greater need to suppress emotional reactions, so as not to
offend others in the group.
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