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Mindscapes and Individual Heterogeneity Within and Between Cultures
Journal of Business Research
  • Kamal Fatehi, Kennesaw State University
  • Ben L. Kedia, University of Memphis
  • Jennifer L. Priestley, Kennesaw State University
Management and Entrepreneurship
Additional Department
Statistics and Analytical Sciences
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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. [ABSTRACT FROM AUTHOR]

Digital Object Identifier (DOI)
NOTICE: this is the author’s pre-print version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research , [VOL#68, ISSUE#2, (December 2015)] DOI#
Citation Information
Fatehi, K., Kedia, B. L., & Priestley, J. L. (2015). Mindscapes and individual heterogeneity within and between cultures. Journal of Business Research,68(2), 291-298.