Cultural Distance Perception Scale

What it measures

Measures perceived cultural distance between a consumer's home culture and a target foreign culture. Cultural distance affects country-of-origin evaluations, international brand acceptance, and expatriate adaptation. The subjective perception of cultural proximity is a better predictor of consumer behaviour than objective Hofstede-based distance scores.

Representative items

• The values held by people in [target country] are very different from mine.
• The way people communicate in [target country] differs greatly from my own.
• The social norms in [target country] differ greatly from those in my country.
• Business practices in [target country] differ greatly from those in my country.

Citation

Kogut, B., & Singh, H. (1988). The effect of national culture on the choice of entry mode. Journal of International Business Studies, 19(3), 411–432.