Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42710 |
Resumo: | As the intercultural environment in organizations increases, so does the importance of understanding how cultural factors influence human behavior. That cognitive biases sometimes hinder people from making rational decisions is widely known. Certain biases are particularly important for managers, both to avoid them or to use them to their advantage. For example, anchoring can steer negotiations in the desired direction. Literature showed that biases vary from culture to culture. However, the understanding of how cultural dimensions predict susceptibility to anchoring is still limited. Existing literature in this area is subject to ecological fallacy of inferring individual behavior from aggregate data. Instead, this dissertation is the first to measure five culture dimensions at the individual level and link it to anchoring bias through primary data. This study, conducted in Germany with over 1,000 participants, used a correlational approach to show that susceptibility to anchoring bias can increase with higher levels of Power distance and Uncertainty avoidance as well as lower levels of Long-term orientation. Masculinity and Collectivism were also examined but showed no significant effect on Anchoring. Managers can use these insights to identify the culture's susceptibility to anchoring and target markets exhibiting these patterns to improve pricing, negotiation strategies, and marketing campaigns. |
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Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensionsDecision makingCognitive biasAnchoring biasCultureCultural dimensionsHofstedeTomada de decisõesPreconceito cognitivoPreconceito de ancoragemCulturaDimensões culturaisDomínio/Área Científica::Ciências Sociais::Economia e GestãoAs the intercultural environment in organizations increases, so does the importance of understanding how cultural factors influence human behavior. That cognitive biases sometimes hinder people from making rational decisions is widely known. Certain biases are particularly important for managers, both to avoid them or to use them to their advantage. For example, anchoring can steer negotiations in the desired direction. Literature showed that biases vary from culture to culture. However, the understanding of how cultural dimensions predict susceptibility to anchoring is still limited. Existing literature in this area is subject to ecological fallacy of inferring individual behavior from aggregate data. Instead, this dissertation is the first to measure five culture dimensions at the individual level and link it to anchoring bias through primary data. This study, conducted in Germany with over 1,000 participants, used a correlational approach to show that susceptibility to anchoring bias can increase with higher levels of Power distance and Uncertainty avoidance as well as lower levels of Long-term orientation. Masculinity and Collectivism were also examined but showed no significant effect on Anchoring. Managers can use these insights to identify the culture's susceptibility to anchoring and target markets exhibiting these patterns to improve pricing, negotiation strategies, and marketing campaigns.À medida que o ambiente intercultural nas organizações aumenta, também aumenta a importância de compreender como os fatores culturais influenciam o comportamento humano. O facto de os enviesamentos cognitivos impedirem por vezes as pessoas de tomarem decisões racionais é amplamente conhecido. Certos preconceitos são particularmente importantes para os gestores, tanto para os evitar como para os utilizar em seu benefício. Por exemplo, a ancoragem pode orientar as negociações na direção desejada. A literatura mostrou que os preconceitos variam de cultura para cultura. No entanto, a compreensão da forma como as dimensões culturais preveem a suscetibilidade à ancoragem é ainda limitada. A literatura existente nesta área está sujeita à falácia ecológica de inferir o comportamento individual a partir de dados agregados. Em vez disso, esta dissertação é a primeira a medir cinco dimensões culturais a nível individual e a associá-las ao enviesamento de ancoragem através de dados primários. Este estudo, realizado na Alemanha com mais de 1,000 participantes, utilizou uma abordagem correlacional para mostrar que a suscetibilidade ao enviesamento da ancoragem pode aumentar com níveis mais elevados de distância ao poder e de evitamento da incerteza, bem como com níveis mais baixos de orientação a longo prazo. A Masculinidade e o Coletivismo também foram examinados, mas não revelaram efeitos significativos na Ancoragem. Os gestores podem utilizar estes conhecimentos para identificar a suscetibilidade da cultura à ancoragem e visar os mercados que exibem estes padrões para melhorar os preços, as estratégias de negociação, e as campanhas de marketing.Almeida, Filipa deVeritati - Repositório Institucional da Universidade Católica PortuguesaPesch, Jan2023-06-272023-062024-06-01T00:00:00Z2023-06-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42710TID:203327578enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-10-03T01:44:04Zoai:repositorio.ucp.pt:10400.14/42710Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:31:59.810436Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
title |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
spellingShingle |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions Pesch, Jan Decision making Cognitive bias Anchoring bias Culture Cultural dimensions Hofstede Tomada de decisões Preconceito cognitivo Preconceito de ancoragem Cultura Dimensões culturais Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
title_full |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
title_fullStr |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
title_full_unstemmed |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
title_sort |
Higher or lower? Examining Germany´s susceptibility to anchoring bias on the basis of cultural dimensions |
author |
Pesch, Jan |
author_facet |
Pesch, Jan |
author_role |
author |
dc.contributor.none.fl_str_mv |
Almeida, Filipa de Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pesch, Jan |
dc.subject.por.fl_str_mv |
Decision making Cognitive bias Anchoring bias Culture Cultural dimensions Hofstede Tomada de decisões Preconceito cognitivo Preconceito de ancoragem Cultura Dimensões culturais Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Decision making Cognitive bias Anchoring bias Culture Cultural dimensions Hofstede Tomada de decisões Preconceito cognitivo Preconceito de ancoragem Cultura Dimensões culturais Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
As the intercultural environment in organizations increases, so does the importance of understanding how cultural factors influence human behavior. That cognitive biases sometimes hinder people from making rational decisions is widely known. Certain biases are particularly important for managers, both to avoid them or to use them to their advantage. For example, anchoring can steer negotiations in the desired direction. Literature showed that biases vary from culture to culture. However, the understanding of how cultural dimensions predict susceptibility to anchoring is still limited. Existing literature in this area is subject to ecological fallacy of inferring individual behavior from aggregate data. Instead, this dissertation is the first to measure five culture dimensions at the individual level and link it to anchoring bias through primary data. This study, conducted in Germany with over 1,000 participants, used a correlational approach to show that susceptibility to anchoring bias can increase with higher levels of Power distance and Uncertainty avoidance as well as lower levels of Long-term orientation. Masculinity and Collectivism were also examined but showed no significant effect on Anchoring. Managers can use these insights to identify the culture's susceptibility to anchoring and target markets exhibiting these patterns to improve pricing, negotiation strategies, and marketing campaigns. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-27 2023-06 2023-06-27T00:00:00Z 2024-06-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42710 TID:203327578 |
url |
http://hdl.handle.net/10400.14/42710 |
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TID:203327578 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/embargoedAccess |
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embargoedAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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