A Mediation Model of Giving Advice Intention across Two Cultures

Abstract

This study examines how belief-based attitudes and subjective norms mediate the influence of individualism and collectivism on intentions of giving advice. American (n = 173) and Chinese college students (n = 269) first completed measures of individualism-collectivism, belief-based measures of attitudes and subjective norms of giving advice, and later completed measures of behavioral intentions of giving advice. Results revealed that belief-based attitudes and subjective norms mediated the influence of individualism and collectivism on intentions of giving advice regardless of national culture. Further, there were similarities as well as noteworthy cultural differences with respect to the ratings of individualism, collectivism, attitudes, subjective norms, and intentions of giving advice between Americans and Chinese. An integrated model of individualism-collectivism, attitudes, and subjective norms demonstrated stronger power to capture fine variations in intentions of giving advice within and across cultures.

Keywords

Individualism / collectivism / belief / attitude / subjective norm / behavioral intention of giving advice

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