asis
of these scores, we expect that the people from these countries
will embrace different levels of marketing ethical
norms. Specifically, we propose the following:
H1a: As a cultural dimension, collectivism positively
influences the levels of marketing ethical norms in
each country.
H1b: In our study, India will have higher collectivism
index (COL) scores than the United States, and this
will correspondingly indicate higher levels of marketing
ethical norms in India.
Uncertainty avoidance is the extent to which people are
uncomfortable with unknown and unstructured situations.
Societies with higher uncertainty avoidance are likely to
have a stronger fear of failure. Thus, people with strong
uncertainty avoidance prefer the status quo and feel the need
for many and precise laws and explicit rules to combat the
uncertainty and unpredictability (Ferrell and Skinner 1988).
They follow these norms rigidly and with respect, which can
create a structured situation for them, whereas those with
weak uncertainty avoidance are more flexible (Hofstede
1991). In general, cultures that accept uncertainty may produce
a behavior that is more relativist, negotiable, and contemplative,
and such people do not need explicit norms and
ethical standards. In low-uncertainty-avoidance cultures,
there is a strong tendency to adhere to rules in the business
world in which the employees are not likely to act unethically,
even if it is in the firm’s best interest. Conversel英语论文网 【http://www.51lunwen.org】y, cultures
with strong uncertainty avoidance may need such
norms to take control of the situation, to reduce ambiguity
among various procedures, and to predict the actions of
other people.
36 Pallab Paul, Abhijit Roy, and Kausiki Mukhopadhyay
Therefore, a culture such as that of the United States, which
has an uncertainty avoidance index, or UAV, score of 46
(ranked 43 among 50 countries studied by Hofstede [1991])
will follow marketing ethical norms more strictly because
these norms may reduce the ambiguity in their regular activities,
procedures, and behaviors and the resulting discomfort.
Conversely, India, which has a UAV score of 40 (ranked 45)
should accept uncertainty without much discomfort (relatively)
and will have slightly less need for such explicit marketing
norms.
H2a: As a cultural dimension, uncertainty avoidance
positively influences the levels of marketing ethical
norms in each country.
H2b: In our study, India will have lower UAV scores than
the United States, and this will correspondingly
indicate lower levels of marketing ethical norms in
India.
Masculinity is prevalent in a society in which men are
expected to be assertive and competitive and women play
the role of nurturer and are responsible for the welfare of the
children. People from low-masculinity (i.e., feminine) cultures
have been shown to be more compassionate and empathetic
toward others and to avoid conflict and aggressive
behaviors (Hofstede 2001). As such, they
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