Abstract

The purpose of this study is to investigate the effect of individual cultural disposition on the perception of contextual information and attitude toward contextual material, and to provide the effective ways of delivering information. To investigate individual cultural disposition, this study employed Triandis(1988)'s cultural scale that classified people into four categories using individualism/collectivism and vertical/horizontal dimensions. The results revealed that Korean college students had higher horizontal collectivism than other cultural dispositions, but only a few Korean college students had vertical individualism. The results using regression analysis revealed that Korean college students with vertical collectivism significantly perceived more contextual information than other groups.