Cultural Etiquette and its Impact on Directive Human Performance

Award Information
Agency:
Department of Defense
Branch
Air Force
Amount:
$748,951.00
Award Year:
2006
Program:
SBIR
Phase:
Phase II
Contract:
FA8650-06-C-6635
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
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) 716-4105
cmiller@sift.info
Business Contact:
Harry Funk
VP Technology
(612) 578-7438
hfunk@sift.info
Research Institution:
n/a
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.

* information listed above is at the time of submission.

Agency Micro-sites


SBA logo

Department of Agriculture logo

Department of Commerce logo

Department of Defense logo

Department of Education logo

Department of Energy logo

Department of Health and Human Services logo

Department of Homeland Security logo

Department of Transportation logo

Enviromental Protection Agency logo

National Aeronautics and Space Administration logo

National Science Foundation logo
US Flag An Official Website of the United States Government