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Individual Cultural Value Orientations

Individual cultural value orientations represent the emphasis (the value) that an individual places on a specific aspect of culture.

Individual cultural values are influenced by national cultural values and are learned during early socialization. Although those with similar cultural background tend to have similar cultural values, there is variability in cultural values in all groups and within all organizations.

An individual’s cultural values reflect personal emphasis and preferences.

Being “low” or “high” on a specific cultural value has no intrinsic meaning; it is not “better” to be low or high.

Individual cultural value orientations are descriptions of preferences.

Individualism – Collectivism: The extent to which personal identity is defined in terms of individual or group characteristics

Individualism Orientation -
Emphasizes “I” and individual identity
Prefers individual decisions and working alone

Collectivism Orientation -
Emphasizes “We” and group identity (e.g., family, work group, organization)
Prefers group decisions and working with others

Power Distance: The extent to which differences in power and status are expected and accepted

Low Power Distance Orientation -
Expects that all should have equal rights
Willing to question and challenge the views of superiors

High Power Distance Orientation -
Expects that power holders are entitled to privileges
Willing to support and accept the views of superiors

Uncertainty Avoidance: The extent to which risk is reduced or avoided through planning and guidelines

Low Uncertainty Avoidance Orientation -
Prefers few rules, structure, and guidelines
Tolerates unstructured and unpredictable situations

High Uncertainty Avoidance Orientation -
Prefers written rules, structure, and guidelines
Uncomfortable with unstructured or unpredictable situations

Femininity – Masculinity: The extent to which achievement and competition are valued (vs. social relationships and emotions)

Femininity Orientation -
Emphasizes nurturing behavior and cooperation
Values quality of relationships and family

Masculinity Orientation -
Emphasizes assertive behavior and competition
Values work, task accomplishment, and career success

Long Term Orientation: The extent to which the future and change are valued and emphasized

Short Term Orientation -
Emphasizes the present or the recent past
Values tradition and continuity

Long Term Orientation -
Emphasizes future opportunities, innovation, and change
Values long range planning

High Context: The extent to which communication is indirect and emphasizes roles and implicit understanding

Low Context Orientation -
Emphasizes explicit words
Values direct communication

High Context Orientation -
Emphasizes roles and implicit understanding
Values indirect communication

Being - Doing Orientation: The extent to which action is emphasized and valued

Being Orientation -
Emphasizes contemplation and reflection
Values quality of life

Doing Orientation -
Emphasizes action and proactive behavior
Values efficiency and results