Cross-Cultural Differences in Cognitive Style,Individualism/Collectivism and Map Reading between CentralEuropean and East Asian University Students
2020
The article examines cross-cultural differences encountered in
the cognitive processing of specific cartographic stimuli. We
conducted a comparative experimental study on 98 participants
from two different cultures, the first group comprising Czechs
(N = 53) and the second group comprising Chinese (N = 22) and
Taiwanese (N = 23). The findings suggested that the Central
European participants were less collectivistic, used similar
cognitive style and categorized multivariate point symbols on a
map more analytically than the Asian participants. The findings
indicated that culture indeed influenced human perception and
cognition of spatial information. The entire research model was
also verified at an individual level through structural
equation modelling (SEM). Path analysis suggested that
individualism and collectivism was a weak predictor of the
analytic/holistic cognitive style. Path analysis also showed
that cognitive style considerably predicted categorization in
map point symbols.
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