1. How Different Are We? An Examination of Individualism vs. Collectivism and Masculinity vs. Femininity Across Ethnic Groups in America Neleen Leslie Florida State University

2. Background Population Profile (2010 Census) US Population: 308.7 million (Humes, Jones & Ramirez, 2011) – 27.3 million (9.7 %) more than 2000 – Over ½ of this was Hispanics alone ( 15.2 million vs. 27.3 million (Humes, Jones & Ramirez, 2011). More minority growth projected (2000-2050): – The Hispanic : > double – Asian population: 79% – Non- Hispanic : decrease (Ortman & Guarneri, 2009).

3. Background Melting PotSalad Bowl? OR

4. Background Past Research: – Ethnic group comparisons of behaviors, values and attitudes This study: – Extends use of Robertson & Hoffman scale for between group comparisons – Across ethnic group comparison of IDV vs. COLL and MAS vs. FEM

5. Literature Review Ethnicity Any group bound together by common ties such as language, race, nationality, culture or skin color might feel themselves to be, or are considered to be an ethnic group (Knight, 1996) A social structural variable that influences socialization processes and outcomes (Shim and Gehrt,1996)

6. Literature Review Culture A set of socially acquired behavior patterns common to the members of a particular society or ongoing, large-scale human group (Fairchild, 1970). The values, attitudes, beliefs, artifacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of a society (Rice, 1993).

7. Literature Review IDV vs. COLL Individualism is the extent to which one looks after him or herself and immediate family only, and want to be different from others. EAs were found to be both more individualistic (valuing personal independence more), and less collectivistic (feeling duty to in-groups less) than others (Oyserman, Coon & Kemmelmeir, 2002).

8. Literature Review IDV vs. COLL Collectivism is the extent to which people belong to groups and value loyalty to each other. People from from Asian cultures are likely to be more collectivist ( Hsu, 2011; Morse, 2009) Hispanic culture stresses conformity (Korzenny & Korzenny, 2005) African Americans are thought to be more NHW (Okoro, Carden & Marshall, 2008)

9. Literature Review MAS vs. FEM Masculinity is the extent to which achievement and success are highly valued; gender roles are clearly defined. Communication styles of males and females will differ in these cultures. Nonverbal communication may also be utilized more by specific gender group

10. Literature Review MAS vs. FEM Femininity is the extent to which caring for others and quality of life are highly valued Young African Americans use material possessions to display status and achievement to others (Fisher, 1996).

11. Research Hypotheses H 1 : There is a significant difference in Individualism vs. Collectivism among cultural groups in the United States H 2 : There is a significant difference in Femininity vs. Masculinity among cultural groups in the United States

12. Method &Data Collection Data was collected in an online survey conducted by DMS Insights as part of a large multicultural survey (2011) Age: ≥ 18 and <75. 531 Non-Hispanic Whites 500 Hispanic (English version) 504 African Americans 501 Hispanic (Spanish version) 503 Asian American IDV vs. COLL & MAS vs. FEM(Dorfman & Howell, 1988; Robertson & Hoffman, 2000; Lam, 2007) measured on 5 point Likert-type scale 0 (Completely Disagree) to 5 (Completely Agree)

13. Method & Data Collection IDV vs. COLL – Group welfare is more important than individual rewards. – Group success is more important than individual success. – Being accepted by the members of your work group is very important. Employees should only pursue their goals after considering the welfare of the group. – Managers should encourage group loyalty even if individual goals suffer. – Individuals may be expected to give up their goals in order to benefit group success.

14. Method & Data Collection MAS vs. FEM – Meetings are usually run more effectively when they are chaired by a man. – It is more important for men to have a professional career than it is for women to have a professional career. – Men usually solve problems with logical analysis; women usually solve problems with intuition. – Solving organizational problems usually requires an active forcible approach which is typical of men. – It is preferable to have a man in a high level position rather than a woman.

15. Method & Data Collection 1.Factor analysis used to create brand MAS (α=.829) and COLL indices (α=.880). 2.Pearson Correlations 3.ANOVA: used to compare means for MAS and COLL across ethnic groups. 4.MR Analysis used to compare means across groups, controlling for gender, education and income

16. Results

18. COLL and MAS: r=.407 (p<.01) COLL and gender: r= -.162 (p <.01) COLL and Education: r=.093 (p <.01) MAS and gender: r =-.264 (p <.01) MAS and Education: r =.141 (p <.01) Gender and Education: r=-.082 (p<.01) * Small effect sizes (<.10)

19. Results: H1 ANOVA – NHW< other groups. – API < NHW – No difference found for other ethnic groups MR – Controlling for education, income and gender, NHW was significantly less collectivist than other groups. (API, AA,HE,HS) – Income (+), Education (+) and gender (-) also significant

20. Results: H2 ANOVA – NHW < other groups. – API >NHW and HS – AA>NHW – NHW>NHW, HS MR – Controlling for education, income and gender, NHW was significantly less masculine than other groups. (API, AA,HE,HS) – Income (+) and gender (-) also significant

21. Discussion Individualism vs. Collectivism and Masculinity vs. Femininity differs by ethnic groups. African Americans display greatest cultural similarity to Hispanics (both English and Spanish speaking) Income and Gender significant predictors of cultural dimensions as well. Intercultural communication within the U.S (to non Hispanic populations)

22. Limitations Convenience sample Gender imbalance for Hispanic Spanish

23. Questions??? Follow Us: FSUCenterHMC /HispanicFSU @fsuhmc Visit our website: hmc.comm.fsu.edu