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    Measuring Personal Cultural Orientations: Scale Development and Validation

    Access Status
    Fulltext not available
    Authors
    Sharma, Piyush
    Date
    2010
    Type
    Journal Article
    
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    Citation
    Sharma, P. 2010. Measuring Personal Cultural Orientations: Scale Development and Validation. Journal of the Academy of Marketing Science. 38 (6): pp. 787-806.
    Source Title
    Journal of the Academy of Marketing Science
    ISSN
    00920703
    URI
    http://hdl.handle.net/20.500.11937/19554
    Collection
    • Curtin Research Publications
    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.

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