Conversion of OB Constructs to CB Constructs: Scale Development and Validation Exercise

This paper aims to share the experiences of converting Hofstede’s constructs from Organization Behaviour (OB) perspective to Consumer Behaviour (CB) perspective. This research paper presents three prominent phases in this exercise (a) selection of items from previous studies (b) ensuring Content Validity and (c) ensuring Criterion validity. Focus groups were conducted and results were significant to ensure the valid items to measure the cultural dimensions, namely Power Distance, Uncertainly Avoidance, Individualism and Masculinity in a consumer research study.