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BUS 3302-01 Consumer Behavior - AY2024-T3 - Written Assignment Unit 6 Sample 2

The document proposes a new dimension of culture - the integration and use of technology. It argues that since Hofstede developed his original five dimensions in 1980, technology has advanced greatly and now plays a major role in how cultures function. A culture's access to and adoption of technology can impact the availability of resources and connection to the wider world. The document provides examples of how indigenous groups without technology have limited access to goods, while more connected cultures can order products for quick delivery. It concludes that the ability to fulfill desires through technology can increase happiness, making technology integration a valid new dimension of culture.

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43 views

BUS 3302-01 Consumer Behavior - AY2024-T3 - Written Assignment Unit 6 Sample 2

The document proposes a new dimension of culture - the integration and use of technology. It argues that since Hofstede developed his original five dimensions in 1980, technology has advanced greatly and now plays a major role in how cultures function. A culture's access to and adoption of technology can impact the availability of resources and connection to the wider world. The document provides examples of how indigenous groups without technology have limited access to goods, while more connected cultures can order products for quick delivery. It concludes that the ability to fulfill desires through technology can increase happiness, making technology integration a valid new dimension of culture.

Uploaded by

Andrey
Copyright
© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
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Alternate Dimension of Culture

Anon

University of the People

BUS 3302-01 Consumer Behavior – AY2024-T3

Tahemina Pathan

March 13, 2024


Alternate Dimension of Culture

Geert Hofstede originally developed five dimensions of culture, “power distance,

uncertainty avoidance, individualism-collectivism, masculinity-femininity, and short vs. long-

term orientation. Later, researchers added restraint vs. indulgence to this list.” (Nickerson, 2023)

In this paper, we will explore the assignment of “Come up with another, different from

any of Hofstede’s or other scholars', and explain it in detail,” which is being defined by this

student to mean, create your own dimension of culture and define it, as we are asked to come up

with a “dimension of culture different than Hofstede’s or any other scholar” in our assignment.

For the purpose of this paper, we will look into a dimension of culture that is different

than Hofstede and his compatriots. Let’s consider that Hofstede completed his dimensions

theory in 1980 and then revised it in 2010 to add the sixth dimension. (Nickerson, 2023)

Since that time, globally, we have continued to evolve and grow, especially in

technological advancement and improved communication. The cultural dimension I would add

that is outside of Hofstede’s original dimensions and that of other scholars would be the use and

integration of technology into the culture.

In researching this paper, the author did come across a paper on using Hofstede’s cultural

dimensions for models of acceptance of technology, (Jeffy Jan, 2022) but one would argue that

actually making technology a dimension of culture is a purer synergy.

Whether a culture has technology or access to technology can be a decisive factor in the

availability of resources and access to the world around them. Hofstede himself added

Indulgence versus Restraint in 2010 based on sociologist Minkov’s research into what makes

societies happy. (Hofstede, 2010, p. 297)


We could argue that happiness comes from fulfilling desires, which is predicated upon

the ability to fulfill these desires. As we know, with technology comes the ability to obtain or

acquire whatever our hearts desire through simple searches.

In looking at cultural extremes to show examples of this, we can look at indigenous

peoples of North America or Australia who live remotely and do not have easy access to mass

produced products such as clothing or groceries. They live without technology and therefore,

these products are not easily available to them. On the other extreme, we see large cultural

centers or city hubs that have advanced technology, where we can make purchases that are

delivered directly to us in an expedited fashion. Again, without technology, this would not be

possible. We can look at the extremes of location as well, where a town may be very remote, but

the culture is kept close through technology. For example, in Alaska, one may live in a city but

it may be too cold or too difficult due to weather to commune with others within your culture.

Simple social media, through technology availability, allows people to gather and share

information with each other whereas without the availability of technology, this would not be

possible.

If we wish to look for examples of products or services, we can start with a simple pizza.

In a city, one has only to choose ingredients and press a button, and delivery happens directly to

the person within a matter of a few minutes. If we take our indigenous people, living remote

without access to technology, this is an unknown possibility to them. Similarly, we can order

clothing or even vehicles to be brought right to our doorstep, using technology. We can have

meetings and discuss education, culture, religion, and share stories, all using technology.

Without technology, these things may be possible, but with more effort. Again, when weighed

against happiness, easier is usually happier.


In conclusion, we have created another dimension to go along with Hofstede’s six

dimensions of culture. We have invented a culture of technology, which brings our society more

happiness, which is, after all, what we all seek.


References

Hofstede, G. H. (2010). Cultures and Organizations: Software of the Mind. 3. Retrieved from jmu.edu:

https://www.jmu.edu/global/isss/resources/global-campus-toolkit/files/hofstede-

indulgence.pdf

Jeffy Jan, K. A. (2022, December 10). Hofstede’s cultural dimensions in technology acceptance models: a

meta-analysis. Retrieved from Springer Link: https://link.springer.com/article/10.1007/s10209-

022-00930-7

Nickerson, C. (2023, October 24). Hofstede’s Cultural Dimensions Theory & Examples. Retrieved from

SimplyPsychology.org: https://www.simplypsychology.org/hofstedes-cultural-dimensions-

theory.html

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