Description

Hofstede's five cultural factors are reconceptualized as ten personal cultural orientations: independence, interdependence, power, social inequality, masculinity, gender equality, risk aversion, ambiguity intolerance, tradition, and prudence. A new 40-item scale is developed to measure these personal cultural orientations. Much effort has been invested in ensuring validity, reliability, and cross-cultural measurement equivalence of the new scale.

Definition

Tradition is defined as a personal cultural orientation representing respect for traditional values including hard work, non-materialism, benevolence, social consciousness, morality, and respect for one’s heritage.

Items

• I am proud of my culture. (0.82)
• Respect for tradition is important for me. (0.75)
• I value a strong link to my past. (0.74)
• Traditional values are important for me. (0.70)

Source

• Sharma (2010): Measuring Personal Cultural Orientations: Scale Development and Validation. Journal of the Academy of Marketing Science, Vol. 38, No. 6, pp. 787–806