 Mindscapes and individual heterogeneity within and between culturesKamal Fatehi, Ben L. Kedia and Jennifer L. Priestley Journal of Business Research, 2015, vol. 68, issue 2, 291-298 Abstract: Most cross-cultural studies are sociologically based and assume intra-cultural homogeneity in mentality and logic among people. The application of cultural dimensions in many cross-cultural studies has inadvertently contributed to this oversight. Scores on these dimensions are supposed to indicate characteristics of national cultures. The apparent characteristics of cultures are extended to individuals as well. On that basis, we assume that all Americans are individualistic, ignoring those who might have more collectivist mentality and logic. Although some researchers have recognized the existence and importance of heterogeneity within cultures, these issues have not been fully addressed. Experience at the international level and research evidence indicate such a variation and heterogeneity. This research, conducted in four different countries, confirms the existence of individual heterogeneity in and among them. Keywords: Mindscape; Epistemological heterogeneity; Individual heterogeneity across cultures; Pictorial/geometric pattern tests (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:2:p:291-298 DOI: 10.1016/j.jbusres.2014.07.005 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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