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Investigation of Cultural Bias Using Physiological Metrics

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Advances in Cross-Cultural Decision Making

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 480))

Abstract

In today’s world, many business transactions and interactions are conducted cross-culturally. In a business meeting, it is essential avoid a major cultural faux pas in order to not offend your business partners. Individuals must adjust their approach to a situation to create a cultural match. In adjusting this approach, cognitive biases are a potential result in cross-cultural scenarios. We investigate the Mirror Imaging Bias, which was found to be a common result of a shortcut to decide how to act in a situation. Physiological metrics were used to see if biases can be detected in a non-invasive manner. It was found that pupil diameter is a reliable indicator of when Mirror Imaging Bias is present. By understanding how individuals process information and are influenced by Mirror Imaging Bias, we can help create applications as well as provide training to help avoid cultural faux pas.

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Authors and Affiliations

  1. Wright State University, College of Engineering and Computer Science, 3640 Colonel Glenn Hwy, Dayton, OH, 45435, USA

    Renee Rigrish & Mary Fendley

Authors
  1. Renee Rigrish
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  2. Mary Fendley
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Corresponding author

Correspondence to Mary Fendley .

Editor information

Editors and Affiliations

  1. AdvancedDistributedLearning (ADL) Initia, Arlington, VA, USA

    Sae Schatz

  2. LockheedMartin'sAdvancedTechnologyLabs, Orlando, FL, USA

    Mark Hoffman

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Rigrish, R., Fendley, M. (2017). Investigation of Cultural Bias Using Physiological Metrics. In: Schatz, S., Hoffman, M. (eds) Advances in Cross-Cultural Decision Making. Advances in Intelligent Systems and Computing, vol 480. Springer, Cham. https://doi.org/10.1007/978-3-319-41636-6_8

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  • DOI: https://doi.org/10.1007/978-3-319-41636-6_8

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-41635-9

  • Online ISBN: 978-3-319-41636-6

  • eBook Packages: EngineeringEngineering (R0)

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