ERIC Number: ED043531
Record Type: RIE
Publication Date: 1970-Mar
Reference Count: N/A
A Study of American and Korean Attitudes and Values Through Associative Group Analysis.
Szalay, Lorand B.; And Others
Cultural attitudes and values are a widely acknowledged category of psychological variables with special relevance to intercultural communication, interaction, and training tasks. Associative Group Analysis (AGA) is an inferential, indirect approach using free verbal associations for assessing cultural meanings, an underlying assumption being that views, opinions, attitudes and thought patterns are reflected in word meanings. The technique is apparently little affected by the common disadvantages of direct questioning, and produces empirical information on group-specific meanings for concrete words (e.g. food) and for abstract words (e.g. Communism), as well as relations between words. This report establishes the high validity of AGA for assessing group attitudes, based on Korean and American cultural groups. It outlines a new approach to value analysis using AGA, and presents data on articulate U. S.-Korean differences in certain selected areas of cultural value orientation. Thus, an unusually broad scope of potential applications for AGA is verified, embracing both cognitive and affective values as the main information categories relevant to foreign area operations. (Author)
Descriptors: American Culture, Attitude Measures, Cross Cultural Studies, Cross Cultural Training, Cultural Awareness, Cultural Differences, International Relations, Korean Culture, Social Values, Sociolinguistics, Verbal Communication
American Institutes for Research, Center for Research in Social Systems, 10605 Concord Street, Kensington, Md. 20795
Publication Type: N/A
Education Level: N/A
Authoring Institution: American Institutes for Research (CRESS), Kensington, MD.