Individuals from different cultures tend to have different views of the self, which affects individuals' cognition, goals in social interactions, and consequently influences their behavior and goals in decision making.
1. Decision Making Process in
India
Individuals from different cultures tend to
have different views of the self, which affects
individuals' cognition, goals in social
interactions, and consequently influences
their behavior and goals in decision
making. European Americans, for example,
are generally influenced by the positive
consequences of a decision, whereas Asians appear to be more influenced by the negative
consequences that may occur due to a decision or line of action. Asians are therefore more
"prevention" focused, manifesting a greater tendency to compromise, seek moderation or
to postpone decisions if it is possible.
India is a country where still joint family system exists. Each member of this joint family
plays a vital role in decision making. Let’s have a scenario where the young person of the
family (say around the age of 25) wants to pursue higher studies abroad. Then the decision
making process would involve this list of people...
Did your Parents approve? → Did your grandparents approve? → Hmm...How about
your Aunties and Uncles (not to forget the maternal and paternal side) approve? → Did
your elder brothers and sisters approve? → What about the astrologer? → By then, your
mom and dad would have discussed about their son’s/daughter’s higher education plans
with their friends and now they will also become an element in the decision making
process → Now your mom would be thinking about getting you married → Your father
would want you to find a job and share his responsibilities → Your friend would suggest
scholarship offering Universities → Again they would like to consult the astrologer for re-confirmation.
Now after reading through the decision making process members you would ask me ‘Why
do we need so many people? Wouldn’t be sufficient enough if the person’s parents
approve?’ Yes, that’s true. But in India they follow collectivist culture that often tends to
have interdependent self-construal and experience happiness as a socially engaging
emotion (e.g., peace and harmony). Their decisions are likely made to promote social
connectedness.
This nature is reflected as a social difference in the team working styles. A group
composed of members with low independent self-construal prefer the cooperative
strategy to the competitive one, whereas a group composed of members with high
independent self construal prefer the competitive strategy to the cooperative one. These
cultural values are imbued and well established in the social community’s members from
early childhood. These values can serve as a powerful binding mechanism to establish
that sense of social culture. They are not easily subdued, ignored, or refuted when they
clash with other values.
2. It is vital to be aware of the underlying cross-cultural differences in decision-making as it
can be a great contributing factor to efficiency in cross-cultural communications,
negotiations and conflict resolution.
Have you come across any cultural value that had influenced your decision in life? Come
share with us, we would love to hear from you.
- Arthee Jayabaalan, Market Research, CultureDude
