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Mindscapes and individual heterogeneity within and between cultures

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  • Fatehi, Kamal
  • Kedia, Ben L.
  • Priestley, Jennifer L.

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.

Suggested Citation

  • Fatehi, Kamal & Kedia, Ben L. & Priestley, Jennifer L., 2015. "Mindscapes and individual heterogeneity within and between cultures," Journal of Business Research, Elsevier, vol. 68(2), pages 291-298.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:2:p:291-298
    DOI: 10.1016/j.jbusres.2014.07.005
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    References listed on IDEAS

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    Cited by:

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    2. Nadine Waehning & Ibrahim Sirkeci & Stephan Dahl & Sinan Zeyneloglu, 2018. "CASE STUDY: Regional Cultural Differences Within and Across Four Western European Countries," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 6(1), pages 23-47, May.
    3. Sunil Venaik & Paul Brewer, 2019. "Looking beyond national differences: Cultural consensus between Confucian and Anglo societies," Australian Journal of Management, Australian School of Business, vol. 44(3), pages 388-406, August.

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