Table 1 Hofstede’s definitions for the six cultural dimensions (adapted from http://geerthofstede.com/culture-geert-hofstede-gert-jan-hofstede/6d-model-of-national-culture/) and summary of hypotheses.
From: Variability in market uptake of psychotropic medications in Europe reflects cultural diversity
Power distance (PDI) relates to the extent to which the less powerful members of a society accept and expect that power is distributed unequally. It suggests that a society’s level of inequality is endorsed by the followers as much as by the leaders [7]. Power distance is hypothesized to be positively associated with the use of the case study medications. |
Individualism (versus collectivism) (IDV) A society’s position on this dimension is reflected in whether people’s self-image is defined in terms of “I” (individualism) or “we” (collectivism). Individualism is hypothesized to be positively associated with the use of the case study medications. |
Masculinity (versus femininity) (MAS) refers to the distribution of emotional roles between the genders. The masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness and material reward for success. Society at large is more competitive. Masculinity is hypothesized to have no effect on the use of the case study medications. |
Uncertainty avoidance (UAI) indicates the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity, and shows how comfortable society is in unstructured situations that are novel, unknown and surprising. Uncertainty avoidance is hypothesized to have no effect on the use of the case study medications. |
Long-term (versus short-term orientation) (LTO) fosters pragmatic virtues oriented towards future rewards, in particular saving, persistence and adaptation to changing conditions. Long-term orientation is hypothesized to be negatively associated with the use of the case study medications. |
Indulgence (versus Restraint) (IVR) Indulgence stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. Indulgence is hypothesized to be positively associated with the use of the case study medications. |