CulturalInfluences on Agency Practitioners' Ethical Perceptions: A Comparison of Korea and the U.S.

Abstract

Patterns of cross-cultural differences in ethical perceptions can be explained by Hofstede's typology of cultural dimensions. To test hypothesized differences, we conducted a survey of practitioners at Korean advertising agencies and compared their responses with results from previous surveys in the U.S. Evaluations of ethical issues in hypothetical scenarios that are consistent with the two cultures' relative levels of masculinity / femininity and individualism /collectivism. Agency practitioners in the two countries also vary in the ethical problems they face in their daily work. Differing perceptions that the problems are a concern of top management, or are a hindrance to performance and relations with coworkers, are consistent with relative levels of power distance, long-term orientation and individualism / collectivism. The findings illustrate the influence of cultural dimensions on ethical perceptions and practices in the advertising industry.