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"Masculinity-Femininity"
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The Role of Culture in International Relationship Marketing
International relationships are increasingly critical to business performance. Yet despite a recent surge in international research on relationship marketing (RM), it is unclear whether or how RM should be adapted across cultures. The authors adopt Hofstede's dimensions of culture to conduct a comprehensive, multivariate, metaregression analysis of 47,864 relationships across 170 studies, 36 countries, and six continents. To guide theory, they propose four tenets that parsimoniously capture the essence of culture's effects on RM. Study 1 affirms these tenets and emphasizes the importance of taking a fine-grained perspective to understand the role of culture in RM because of the high degree of heterogeneity across different cultural dimensions and RM linkages. For example, the magnitude of individualism's effect is 71% greater on RM than other cultural dimensions, whereas masculinity has almost no effect; however, accounting only for individualism ignores significant moderating effects of power distance and uncertainty avoidance dimensions. To guide managers, Study 2 adopts a country-level approach and reveals that RM is much more effective outside the United States such that relationships are 55% more effective, on average, for increasing business performance in Brazil, Russia, India, and China.
Journal Article
Statistical indices of masculinity-femininity: A theoretical and practical framework
Statistical indices of
masculinity-femininity
(M-F) summarize multivariate profiles of sex-related traits as positions on a single continuum of individual differences, from masculine to feminine. This approach goes back to the early days of sex differences research; however, a systematic discussion of alternative M-F indices (including their meaning, their mutual relations, and their psychometric properties) has been lacking. In this paper I present an integrative theoretical framework for the statistical assessment of masculinity-femininity, and provide practical guidance to researchers who wish to apply these methods to their data. I describe four basic types of M-F indices:
sex-directionality
,
sex-typicality
,
sex-probability
, and
sex-centrality
. I examine their similarities and differences in detail, and consider alternative ways of computing them. Next, I discuss the impact of measurement error on the validity of these indices, and outline some potential remedies. Finally, I illustrate the concepts presented in the paper with a selection of real-world datasets on body morphology, brain morphology, and personality. An R function is available to easily calculate multiple M-F indices from empirical data (with or without correction for measurement error) and draw summary plots of their individual and joint distributions.
Journal Article
Measuring personal cultural orientations: scale development and validation
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.
Journal Article
The Role of Espoused National Cultural Values in Technology Acceptance
Prior research has examined age, gender, experience, and voluntariness as the main moderators of beliefs on technology acceptance. This paper extends this line of research beyond these demographic and situational variables. Motivated by research that suggests that behavioral models do not universally hold across cultures, the paper identifies espoused national cultural values as an important set of individual difference moderators in technology acceptance. Building on research in psychological anthropology and cultural psychology that assesses cultural traits by personality tests at the individual level of analysis, we argue that individuals espouse national cultural values to differing degrees. These espoused national cultural values of masculinity/femininity, individualism/collectivism, power distance, and uncertainty avoidance are incorporated into an extended model of technology acceptance as moderators. We conducted two studies to test our model. Results indicated that, as hypothesized, social norms are stronger determinants of intended behavior for individuals who espouse feminine and high uncertainty avoidance cultural values. Contrary to expectations, espoused masculinity/femininity values did not moderate the relationship between perceived usefulness and behavioral intention but, as expected, did moderate the relationship between perceived ease of use and behavioral intention.
Journal Article
Intimate empires : body, race, and gender in the modern world
\"Based on the latest scholarship in gender, race, and empire studies, Intimate Empires offers truly global insight into the experiences of ordinary people during the Age of Empire. Written for undergraduates, it presents complex theories of identity construction in an accessible narrative and applies them to hundreds of memorable vignettes from all of the major modern empires\"--Provided by publisher.
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