Cultural Etiquette and its Impact on Directive Human Performance

Award Information
Agency:
Department of Defense
Branch
Air Force
Amount:
$99,488.00
Award Year:
2005
Program:
SBIR
Phase:
Phase I
Contract:
FA8650-05-M-6616
Award Id:
72861
Agency Tracking Number:
F051-069-1848
Solicitation Year:
n/a
Solicitation Topic Code:
n/a
Solicitation Number:
n/a
Small Business Information
211 N 1st St., Suite 300, Minneapolis, MN, 55401
Hubzone Owned:
N
Minority Owned:
N
Woman Owned:
N
Duns:
103477993
Principal Investigator:
Christopher Miller
Chief Scientist
(612) 716-4015
cmiller@sift.info
Business Contact:
Harry Funk
VP-Technology
(612) 578-7438
hfunk@sift.info
Research Institution:
n/a
Abstract
We argue that traditional definitions of cultural factors (e.g., Hofstede, Nisbett, etc.) are too abstract to provide good, predictive models of important human performance behaviors. Instead, we propose examination of culture-specific "etiquette" as a more concrete and quantifiable bridge between abstract cultural factors and human performance regarding compliance with issued directives. We describe a quantitative, computational model of etiquette and face threat perceptions that we are developed under other funding. We propose to integrate abstract cultural factors models into our quantitative etiquette model in the form of specific, hypothesized weighting factors, and then validate and tune these factors via a series of human performance experiments in a testbed that we will design in phase I and construct in phase II. Experiments will involve human task performance in a militarily-relevant domain where directives are given. Experimenters will select participants for cultural factors and will quantitatively control the level of etiquette of the directives. Relevant compliance data (e.g., accuracy, response time, attitudes, etc.) will be collected as a dependent variable. While we will select a testbed simulation and domain as a part of Phase I, candidates already exist in aviation cockpit interactions, multi-cultural air traffic control, and joint force urban stability operations.

* information listed above is at the time of submission.

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