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Cultural Etiquette and its Impact on Directive Human Performance

Award Information

Agency:
Department of Defense
Branch:
Air Force
Award ID:
72861
Program Year/Program:
2006 / SBIR
Agency Tracking Number:
F051-069-1848
Solicitation Year:
N/A
Solicitation Topic Code:
N/A
Solicitation Number:
N/A
Small Business Information
Smart Information Flow Technologies, d/b/a SIFT
211 N 1st St. Suite 300 Minneapolis, MN 55401-
View profile »
Woman-Owned: No
Minority-Owned: No
HUBZone-Owned: No
 
Phase 2
Fiscal Year: 2006
Title: Cultural Etiquette and its Impact on Directive Human Performance
Agency / Branch: DOD / USAF
Contract: FA8650-06-C-6635
Award Amount: $748,951.00
 

Abstract:

We argue that traditional cultural factors (from Hofstede, Nisbett, etc.) are too abstract to provide good, predictive models of important human performance behaviors such as compliance with directives. Instead, we focus on culture-specific social interaction behaviors in language, gesture, etc. (i.e., "etiquette") as a more concrete and quantifiable bridge between abstract cultural factors and human performance. We describe a computational model of etiquette and face threat perception developed under other funding. In Phase I, we developed hypotheses about the relation of deep cultural factors to etiquette perception and directive compliance, with a testbed and experimental methodology for evaluating those hypotheses. In Phase II, we propose a series of experiments to validate and tune our computational model of these related phenomena. Experiments will involve human task performance in a militarily-relevant, yet controlled domain where directives are given. Experimenters will select participants for cultural factors and will quantitatively control the level of etiquette of issued directives. Relevant compliance data (e.g., compliance accuracy, response time, attitudes, etc.) will be collected as dependent variables. Finally, we will incorporate the resulting model in a prototype design (notionally, a user interface or training materials) to illustrating the effects of culture-specific etiquette on directive compliance.

Principal Investigator:

Christopher A. Miller
Chief Scientist
6127164105
cmiller@sift.info

Business Contact:

Harry B. Funk
VP Technology
6125787438
hfunk@sift.info
Small Business Information at Submission:

SMART INFORMATION FLOW TECHNOLOGIES, D/B
211 N 1st St. Suite 300 Minneapolis, MN 55401

EIN/Tax ID: 411929753
DUNS: N/A
Number of Employees:
Woman-Owned: No
Minority-Owned: No
HUBZone-Owned: No