Cognitive Dissonance in a Community Culture Work Environment
Stepping into the office on my first day as an intern in Taiwan, a disquieting unease settled over me, distinct from the usual first-day jitters. It was a profound sense of displacement, as if navigating an environment where every gesture felt potentially misaligned, every interaction uncertain, and every question unaskable. A pervasive sense hung in the air that the only prudent course of action was to remain inconspicuous and diligently focus on the assigned tasks.
Oftentimes, when an American goes to work in China (or Taiwan), they tend to be unprepared for the work culture there, an experience I had myself despite studying Chinese language and culture for years. This is partially due to the fact that Americans in particular seem to think that their culture is worldwide. According to a Chron article, one of the most common traps people fall into is thinking the world shares the culture they are used to in their home country or region. As it turns out, office culture, negotiations, networking, professional relationships, credentials, management plans, business laws, and handling workplace expectations are scratching the “iceberg” of differences and practices between Chinese and American work cultures. When coming in contact with these differences, Americans working in China may feel a sense of discomfort, unease, or uncertainty. This is not indicative of a negative feeling towards working in China, but rather a mental disconnect called cognitive dissonance. Cognitive Dissonance is aroused when people are exposed to information that is inconsistent with their beliefs. Research by the American Psychological Association (APA) shows that cognitive dissonance is a universal phenomenon that manifests across cultures, the way people experience and cope with this inner conflict varies significantly based on their cultural background. Culture plays a powerful role in both triggering dissonance and shaping how individuals respond when their beliefs and actions clash.
Recognizing that culture plays a role in cognition is important because it is through direct confrontation with the culture, their respective values, beliefs, and norms, can be determined. China (and other Eastern cultures) are generally more collective, while the United States, (and other Western cultures) are generally more individualistic. In individualistic cultures, people are more likely to be influenced by their internal attributes rather than social roles. On the other hand, in collectivist cultures, individuals have an interdependent self, and are more likely to attribute cognitive discrepancies to the situation. One easy way to understand this is that Americans tend to be “active” towards their culture while Chinese tend to be “reactive” to their cultures. Despite understanding through my studies that culture contributes to building a sense of local identity and solidarity, not just for the community, but for the individual who identifies with that culture. I was bringing an individualist’s perspective into a collective environment, thereby facilitating my own discomfort.
In today's global market, successful collaboration requires us to navigate diverse cultural landscapes. McKinsey & Company highlights the critical role of culture management and alignment, particularly in mergers and acquisitions (M&A). Despite the potential for high profitability, a staggering 70-90 percent of these ventures fail, with cultural incompatibility frequently cited as a primary cause. Building a deeper appreciation for each other’s individual and shared cultures is key in building sustainable US-China collaborations.
These cultural dynamics have significant implications beyond individual experience, particularly in the realm of international business and collaboration. China remains one of the United States’ top trading partners, and as US-China business relationships continue to evolve (given recent trade tensions), the need for cultural competency becomes increasingly apparent. With companies deeply intertwined through goods, services, and supply chains, cross-cultural collaboration is more crucial than ever. Success depends on understanding each other’s business practices and ways of thinking. Ignoring cultural differences will only deepen dissonance, especially if we cling to a one-size-fits-all approach to workplace norms. The choice is yours: keep doing things the old way, or open your mind and move forward together.
Further Readings in this Post:
- Mark Brennan, “Importance of Incorporating Local Culture into Community Development,” PennState Extension, February 2nd, 2023.
- Dismas A. Masolo, “Community, Identity and the Cultural Space,” Dans Rue Descartes, (2002): 21-51.
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