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Measuring personal cultural orientations: scale development and validation

  • Original Empirical Research
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Abstract

Cross-cultural studies using Hofstede’s national scores to operationalize his five cultural factors at an individual level suffer from ecological fallacy, and those using self-report scales treat cultural factors as unidimensional constructs and provide little or no evidence of the construct validity and measurement equivalence of these scales. This paper reconceptualizes Hofstede’s five cultural factors as ten personal cultural orientations and develops a new 40-item scale to measure them. It also establishes the validity, reliability, and cross-cultural measurement equivalence of the new scale, and discusses its advantages over other scales.

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Notes

  1. As pointed out by one of the reviewers, combining all the Western participants in one group may affect the test of invariance. Hence, the author created three groups for the participants from USA, UK, and Australia, which constituted the highest proportion of foreigners in his sample. He also created a fourth group with all the participants from the other Western countries with similar cultural values (e.g., France, Germany, and New Zealand etc.). He excluded the small number of participants from Southern Europe and Scandinavia (N = 34) in view of their significantly different scores on Hofstede’s (1980) national cultural factors compared to other Western countries.

    Next, the author tested his measurement model across these four groups and found support for configural, metric, as well as scalar equivalence. Thus, it seems that although the participants from these four groups may possess different levels of personal cultural orientations, they attach similar meanings to the items representing all these constructs these constructs and use similar response styles. Hence, it would be justified to combine them into one group (Western) for a comparison against the Chinese group.

  2. The author also recorded the length of stay in Hong Kong for all the participants and as advised by one of the reviewers, he used it to divide the Westerners into two groups based on a median split of their duration of stay in Hong Kong and found evidence for the reliability, validity, and measurement equivalence of all the ten factors of the new 40-item personal cultural orientations (PCO) scale across these groups. He also used the duration of stay in Hong Kong as a control variable in the test of nomological and predictive validity of the new scale, and found no significant influence on the results. Hence, the duration of stay in Hong Kong and exposure to local culture does not seem to influence the measurement equivalence or the predictive validity of the new scale.

  3. As advised by one of the reviewers, the author also ran a cluster analysis on the full dataset and found high proportions of Chinese respondents in the Individualist (21%), Low Power Distance (18%), Short Term Orientation (24%), Masculine (43%), and High Uncertainty Avoidance (32%) groups. Similarly, he found high proportions of Western respondents in the Collectivist (17%), High Power Distance (22%), Long Term Orientation (19%), Feminine (27%), and Low Uncertainty Avoidance (38%) groups. These findings provide evidence of the high variance in the cultural orientations even among people with similar ethnic background, thus justifying the need for measuring personal cultural orientations at an individual-level rather than national-level alone.

  4. Detailed findings are available from the author upon request.

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    Piyush Sharma

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Sharma, P. Measuring personal cultural orientations: scale development and validation. J. of the Acad. Mark. Sci. 38, 787–806 (2010). https://doi.org/10.1007/s11747-009-0184-7

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