Do Personality Attributes Differ Across Cultures?

Do personality frameworks, like the Big Five model, transfer across cultures? Are dimensions like locus of control relevant in all cultures? Let’s try to answer these questions.

The five personality factors studied in the Big Five model appear in almost all cross-cultural studies.55 A wide variety of diverse cultures—such as China, Israel, Germany, Japan, Spain, Nigeria, Norway, Pakistan, and the United States—have been the setting for these studies. Differences are found in the emphasis on dimensions. The Chinese, for example, use the category of conscientiousness more often and use the category of agreeableness less often than do Americans. But a surprisingly high amount of agreement is found, especially among individuals from developed countries. As a case in point, a comprehensive review of studies covering people from the European Community found that conscientiousness was a valid predictor of performance across jobs and occupational groups.56 U.S. studies found the same results.

Photo of a customer placing an order at a Burger King outlet.

Understanding the differences in the emphasis countries place on personality dimensions helps managers of global companies. For example, knowing that the trait of conscientiousness is a valid predictor of performance in European Community nations helps U.S.-based Burger King manage employees such as this BK employee in France.

Jean-Paul Pelissier/Reuters

We know that there are certainly no common personality types for a given country. You can, for instance, find high risk takers and low risk takers in almost any culture. Yet a country’s culture influences the dominant personality characteristics of its people. We can see this effect of national culture by looking at one of the personality traits we just discussed: locus of control.

National cultures differ in terms of the degree to which people believe they control their environment. For instance, North Americans believe that they can dominate their environment; other societies, such as those in Middle Eastern countries, believe that life is essentially predetermined. Notice how closely this distinction parallels the concept of internal and external locus of control. On the basis of this particular cultural characteristic, we should expect a larger proportion of internals in the U.S. and Canadian workforces than in the workforces of Saudi Arabia or Iran.

As we have seen throughout this section, personality traits influence employees’ behavior. For global managers, understanding how personality traits differ takes on added significance when looking at it from the perspective of national culture.

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