The ecological fallacy in culture research

Brewer, Paul and Venaik, Sunil (2012). The ecological fallacy in culture research. In: Hussain Rammal, Proceedings of the ANZIBA Annual Conference 2012. ANZIBA Annual Conference 2012, Adelaide, SA, Australia, (23.1-23.38). 12-14 April 2012.

Attached Files (Some files may be inaccessible until you login with your UQ eSpace credentials)
Name Description MIMEType Size Downloads
Author Brewer, Paul
Venaik, Sunil
Title of paper The ecological fallacy in culture research
Conference name ANZIBA Annual Conference 2012
Conference location Adelaide, SA, Australia
Conference dates 12-14 April 2012
Proceedings title Proceedings of the ANZIBA Annual Conference 2012
Place of Publication Adelaide, SA, Australia
Publisher ANZIBA
Publication Year 2012
Sub-type Fully published paper
Open Access Status
ISBN 9780980789928
Editor Hussain Rammal
Start page 23.1
End page 23.38
Total pages 38
Collection year 2013
Language eng
Abstract/Summary This article challenges the understanding and use of the Hofstede and GLOBE national culture dimensions in much extant culture theory development. Both the Hofstede and GLOBE culture models are derived from individual survey data aggregated to, and analysed at, the national level. But culture scales that are correlated at the national (ecological) level will most likely not be at the individual level. To presume they are is known as the “ecological fallacy” in research literature. In spite of warnings, this fact has often been ignored by culture researchers. We analyse five research articles in top journals in general management, international business, marketing, accounting and operations and show that all five commit the ecological fallacy error by projecting national level culture scores onto individuals. The implications of this error are serious, and include the development of invalid culture theory and the persistence of false practitioner presumptions. We highlight the need for clarity and consistency in the interpretation and application of national culture constructs in future research.
Keyword National culture
Ecological fallacy
Q-Index Code E1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Paper # 23. Track 5: International Human Resource Management. Competitive paper. Conference theme: Fusion or Fracturing? Implications for International Business.

Document type: Conference Paper
Collections: Official 2013 Collection
UQ Business School Publications
Version Filter Type
Citation counts: Google Scholar Search Google Scholar
Created: Wed, 02 May 2012, 09:25:32 EST by Karen Morgan on behalf of UQ Business School