Modeling culture in trade: uncertainty avoidance

Abstract

A model is presented of the way that our cultural attitude towards the unknown influences the decisions we make in trade. Uncertainty avoidance is one of Hofstede's five cultural dimensions. The paper presents a model of how this dimension affects trade. This influence has been explicated for the decisions regarding trade: partner selection, negotiation behavior, trust, and the interpretation of the trade partner's behavior. It has been verified in simulations showing that the generic tendencies as attributed to uncertainty avoidance are reflected in the simulation results. Our approach is an example of instantiating generic knowledge on the influences of culture on decision-making in general.