Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/28473
Title: Measuring personal cultural orientations : scale development and validation
Authors: Sharma, P
Keywords: Culture
Horizontal-vertical
Individualism-collectivism
Long-term orientation
Masculinity-femininity
Power distance
Uncertainty avoidance
Issue Date: 2010
Publisher: Springer
Source: Journal of the Academy of Marketing Science, 2010, v. 38, no. 6, p. 787-806 How to cite?
Journal: Journal of the Academy of Marketing Science 
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.
URI: http://hdl.handle.net/10397/28473
ISSN: 0092-0703
EISSN: 1552-7824
DOI: 10.1007/s11747-009-0184-7
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