Masuda, Takahiko, Ito, Kenichi, Lee, Jinju, Suzuki, Satoko, Yasuda, Yuto, and Akutsu, Satoshi (2020) Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? Frontiers in Psychology, 11. 1304.

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Abstract

Cultural psychology has great potential to expand its research frameworks to more applied research fields in business such as marketing and organizational studies while going beyond basic psychological processes to more complex social practices. In fact, the number of cross-cultural business studies has grown constantly over the past 20 years. Nonetheless, the theoretical and methodological closeness between cultural psychology and these business-oriented studies has not been fully recognized by scholars in cultural psychology. In this paper, we briefly introduce six representative cultural constructs commonly applied in business research, which include (1) individualism vs. collectivism, (2) independence vs. interdependence, (3) analytic vs. holistic cognition, (4) vertical vs. horizontal orientation, (5) tightness vs. looseness, and (6) strong vs. weak uncertainty avoidance. We plot the constructs on a chart to conceptually represent a common ground between cultural psychology and business research. We then review some representative empirical studies from the research fields of marketing and organizational studies which utilize at least one of these six constructs in their research frameworks. At the end of the paper, we recommend some future directions for further advancing collaboration with scholars in the field of marketing and organizational studies, while referring to theoretical and methodological issues.

Item ID:	85420
Item Type:	Article (Research - C1)
ISSN:	1664-1078
Keywords:	individualism vs. collectivism, independence vs. interdependence, analytic vs. holistic cognition, vertical vs. horizontal orientation, tightness vs. looseness, strong vs. weak uncertainty avoidance, consumer psychology, organizational psychology
Copyright Information:	© 2020 Masuda, Ito, Lee, Suzuki, Yasuda and Akutsu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
Date Deposited:	12 May 2025 23:23
FoR Codes:	52 PSYCHOLOGY > 5201 Applied and developmental psychology > 520104 Industrial and organisational psychology (incl. human factors) @ 50% 52 PSYCHOLOGY > 5299 Other psychology > 529999 Other psychology not elsewhere classified @ 50%
SEO Codes:	13 CULTURE AND SOCIETY > 1399 Other culture and society > 139999 Other culture and society not elsewhere classified @ 100%
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