Measuring Hofstede's Five Dimensions of Cultural Values at the Individual Level: Development and Validation of CVSCALE

By Boonghee Yoo, Naveen Donthu, Tomasz Lenartowicz. Journal of International Consumer Marketing, 2011

922 citations recorded by the source corpus.

ABSTRACT Hofstede's (1980 and 2001) renowned five-dimensional measure of cultural values is the overwhelmingly dominant metric of culture. His measure has been used as a contextual variable, but it is often required to directly measure cultural values for individual consumers or managers. The purpose of this research is to respond to the call for developing a psychometrically sound measure of Hofstede's culture at the individual level. Past research in this area has developed a scale for only one of Hofstede's dimensions, a highly work-oriented scale, or a scale with poor reliability. By overcoming every major weakness of past studies, this research offers CVSCALE, a 26-item five-dimensional scale of individual cultural values that assesses Hofstede's cultural dimensions at the individual level. The scale shows adequate reliability, validity, and across-sample and across-national generalizability.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/bb0c9d3d7ea2b89cffcfcf415c2db3b074a57319

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Citations in the corpus

All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption (2016, positive): “An independent post-test finds power to be distinct from both PDB (measured with CVSCALE; Yoo, Donthu, and Lenartowicz 2011) and others’ status (see online appendix for details).”
Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior (2014, methodology): “We employed this measure because Hofstede’s metrics, although reliable at the country level, are not stable at the individual level (Hofstede 1980; Spector, Cooper, and Sparks 2001; Yoo et al. 2011).”
Culture's Influence on Emotional Intelligence: An Empirical Study of Nine Countries (2014, methodology): “Following the recommendations by Yoo et al. (2011), long-term orientation was measured with a scale that ranged from 1, “very unimportant,” to 5, “very important.””
The relationship between cultural values, cultural intelligence and negotiation styles (2019, positive): “To measure cultural values, we used the CVSCALE (Yoo et al., 2011), which is 26-item instrument that measures, on 5-point Likert scale, Hofstede’s five cultural dimensions at the individual level.”
When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements (2018, methodology): “We employed this measure because Hofstede’s metrics, though reliable at the country level, are not stable at the individual level (Spector, Cooper, and Sparks 2001; Yoo, Donthu, and Lenartowicz 2011).”
Cultural values, emotional intelligence, and conflict handling styles: A global study (2016, methodology): “We measured Hofstede’s (2001) cultural value dimensions, operationalized at the individual level, using the cultural values scale (23 items in total) by Yoo, Donthu, and Lenartowicz (2011).”
Perceived Overqualification and Collectivism Orientation: Implications for Work and Nonwork Outcomes (2020, methodology): “We measured collectivism orientations with a six-item subscale of collectivism from the Individual Cultural Values scale (Yoo et al., 2011)—a scale specifically designed to measure cultural orientations at the individual level.”