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Slides and Papers Available at http://Anat.Rafaeli.net 1
Culture and Research :Reflection, Stimulation and Frustration
Anat RafaeliAnat RafaeliTechnionTechnion
Israel Institute of TechnologyIsrael Institute of Technology
Slides and Papers Available at http://Anat.Rafaeli.net 2
What makes me a cross-cultural researcher?
Personal Identity: Israel
Slides and Papers Available at http://Anat.Rafaeli.net 3
Reviewers and Culture
Personal Identity:
An OB Researcher
Happening to Work in Israel Reviewer:
“I can’t believe people really act this
way … in my experience …”
4
Ohio State University
“They have a good football team”
A Meeting of Cultures and the Concept of Higher Education
“How about tickets to the football game?”
Slides and Papers Available at http://Anat.Rafaeli.net
“Handwriting Analysis in Personnel Selection:”
A legitimate research topic?”
A Meeting of Cultures and Research Questions?
A Meeting of Cultures: Geographical, Organizational, Professional
Sutton and Rafaeli:
“It’s not because they like
you Anat …. … they are
paid to smile”
Culture as Stimulation:
An Israeli View of the USA
Slides and Papers Available at http://Anat.Rafaeli.net
Culture Stimulation Defines a Research Career
“Emotional Expression as Part of the Work Role”
Slides and Papers Available at http://Anat.Rafaeli.net
The Research Culture
I/O Psychology
Slides and Papers Available at http://Anat.Rafaeli.net 10
The Culture of a Research Process: Quantitative or Qualitative?
PsychologyMath
Quant Psychology
Quantitative : Hypotheses
Testing
Qualitative: Hypotheses Generation
Slides and Papers Available at http://Anat.Rafaeli.net 11
The Complications of Culture:What IS Emotional Labor?
Research Move:Smiling deleted
out of Israel data collection
Assumption:Customer Service Employees Smile
Data Point:“You must be
new here”
The Complications of Culture:
Comparative Research :Anger in a Globalized world
Anat Rafaeli, Shy Ravid -- Israel
Alicia Grandey -- USA
Jochen Wirtz – Singapore
Dirk Steiner -- France
Emotion Display Rules … The real (and) complicated picture
Display rules vary with emotion. Display rules vary with circumstance. Display rules vary with occupation. Display rules vary with organization. Display rules vary with culture.
How are all these integrated?
Happiness
Anger
Customer
Service rep
Manager
Subordinate
Coworker
Emotions Targets Countries
France
USA
Singapore
Israel
Sources of Variation
Anxiety
Joy
Happiness
Anger
Customer
Service rep
Manager
Subordinate
CoworkerEmotions
Targets
Countries
France
USA
Singapore
Israel
Definition Issues
Anxiety
Joy
What Is … How do you define…
• ANGER: A feeling of displeasure resulting form injury, mistreatment, opposition and
usually showing itself in a desire to fight back at the supposed cause of this feeling.
• HAPPINESS: A feeling of great pleasure, contentment, joy.
• ANXIETY: A feeling of concern and unease about what might happen
• MANAGER OR SUPERVISOR is defined as someone with whom you interact regularly
at your place of employment and who is supervising or evaluating your work.
…. five target persons …. Manager, coworker, subordinate, customer
service representative and customer.
18
Can Formal Definitions Really Do It?
Slides and Papers Available at http://Anat.Rafaeli.net
If interacting with a customer and feeling angry, should you …
Show it More than I feel it
Show it as I feel it
Show it
less than I feel it
Show it with
another expressio
n
Hide it by
showing nothing
Hide it by showing something else
What are Culture Display Rules?
Show it more than
I feel it
Express it as I feel it
Show it less than I
feel it
Show it with
another expression
Hide it by showing nothing
Hide it by showing
something else
RECODE
Emotion should be suppressed
Analyses of Culture Display Rules
Emotion should be expressed
If interacting with a customer and feeling angry, should you …
Slides and Papers Available at http://Anat.Rafaeli.net 21
A year’s work … % in … who say Should Express Anger to …
Percent who said anger should be expressed
01020304050607080
Target Person
Per
cent
of R
espo
nden
ts
USA
Israel
Singapore
France
Slides and Papers Available at http://Anat.Rafaeli.net 22
% in … who say Should Express Anger to …
Percent who said anger should be expressed
01020304050607080
Target Person
Per
cent
of R
espo
nden
ts
USA
Israel
Singapore
France
Bottom Line:
A Global Norm of No Anger
to Customers
Slides and Papers Available at http://Anat.Rafaeli.net 23
% Said Anger Should be Suppressed
• What is the culture of respondents?• Why these countries?
• Why these norms?
Reviewers:Percent who said anger should be expressed
01020304050607080
Target Person
Per
cent
of R
espo
nden
ts
USA
Israel
Singapore
France
Slides and Papers Available at http://Anat.Rafaeli.net 24
Assumption Out There:Anger IS Rewarded
Is this true?
Is it true everywhere?
Customers of a cellular
provider who call about a
problem with their account.
… how should they
act?
Research Project
Greg and John are
Customers of a cellular provider. They both
call about a problem with their account.
…
Greg feels and displays guilt, John feels and displays anger
… Employees can give free
roaming time to some
customers … Who will
receive this benefit?
Slides and Papers Available at http://Anat.Rafaeli.net 27
Reward to angry customer / employee in Israel?
Anger is Rewarded in Israel
39
5
61
95
0
20
40
60
80
100
EmployeeCustomer
% R
ew
ard
ed
Calm
Anger
Slides and Papers Available at http://Anat.Rafaeli.net 28
SingaporeONLY Customer Anger is Rewarded
Singapore Research Move …
Greg feels and displays guilt, John feels and displays
anger …
Who would you reward /
promote?
Accurate Comparison to Israel …
Greg feels and displays guilt, John feels and displays anger …
Who would YOU
promote?
Culture Complications
Slides and Papers Available at http://Anat.Rafaeli.net 31
1. Is there really cultural differences in responses (to anger)?
2. How should cultural differences be assessed? (Self or Other
responses?)
3. Are Self-Other differences unique to anger? Unique to culture?
Some Lessons for Multi-national Studies?
Slides and Papers Available at http://Anat.Rafaeli.net 32
1. Do you really want to do it?2. Do you have the time?
3. Do you have the people? 4. Do you have the theory?
Concrete Lessons on Culture and Research
Slides and Papers Available at http://Anat.Rafaeli.net 33
1. Definition Issues (What is “a customer”?
2. Measurement Issues (How Would? vs. How Would You?)
3. Analysis Issues (Can you / How do you compare?)
Please Visit Me (in Israel) and at http://Anat.Rafaeli.Net