1. McCool Chapter 2: Deepest
Dimensions of Culture

2. Uncertainty
 Definition: “the degree and extent that people attempt
to avoid unknown situations” (17)
 Uncertainty Avoidance
 Role of emotions
 Truth
 Scientific inquiry
 Equality & inequality

3. Low Uncertainty Avoidance
 Generally found in cultures that are relatively stable, where
people have their basic needs met
 Uncertainty is normal and not to be feared
 Uncertainty can even be exciting because it leads to new
knowledge and concepts
 Emotions should be hidden
 Truths are relative – there are many valid belief systems
 Scientific inquiry is valued
 Equality is assumed

4. High Uncertainty Avoidance
 Generally found in cultures that have recently been or
are currently experiencing war, famine, or other
traumatic events
 Uncertainty is seen as a threat
 Emotions are vented, even in professional settings
 There is one Truth
 Grand theories are valued over scientific inquiry
 Inequality among people is assumed

5. Social Relationships
 Individualism vs. Collectivism
 People and Language
 Personal Time
 Available Resources
 Concept of Freedom
 Learning Orientation
 Relationship with Authority
 Harmony and Persuasion

6. Individualism vs. Collectivism
Individualism Collectivism
 Personal language  Group language
 Personal time  Group time
 Individual resources  Shared resources
 Personal freedom  Freedom in groups
 How to learn  What to learn
 Authority contested  Authority respected
 Argumentative, persuasive  Harmony

7. Communication
Low Context High Context
 Western cultures  Non-Western cultures
 Writer responsible  Reader responsible
 Explicit and direct  Implicit and indirect
communication communication
 Focus on content  Focus on context
 Language effective  Language ineffective
 Common law legal tradition  Civil law legal tradition
 Clear and concise  Flowery and descriptive

8. Rules
Universalism Particularism
 Equality  Hierarchy
 Low power distance  High power distance
 Eye contact shows  Eye contact with authority
trustworthiness figures is disrespectful
 Practical – evidence,  Theoretical – big ideas that
verifiable, empirical research, can not be definitively
concrete proven, abstract
 Achievement –based on  Ascriptive – based on non-
personal, quantifiable results, tangible status markers
competitive

9. Time
Monochronic Polychronic
 Linear  Nonlinear
 Considers one task at a time  Considers several tasks at one
time
 Punctuality is important
 Punctuality is less important
 Waiting patiently in line is
expected  Lines are not common
 Clock-oriented  People-oriented
 Short-term orientation  Long-term orientation
 Precision  Flow