Abstract
Living in unfamiliar cultures is difficult because of the differences in thinking patterns, viewpoints, and greeting styles involving physical contact. Cultural misunderstanding may cause major problems. The solutions for solving such problems may differ depending on the cultural backgrounds of the concerned individuals. In this paper, we present our findings about the cultural understanding of learners during interactions based on experiments involving simulated crowds pertaining to perceived communication differences between Thai and Japanese participants. The participants are asked to live in a shared virtual space to obtain multiple tickets available at two service counters. A virtual service person provides a ticket upon request at each counter. In our experiment, the waiting style (line and group waiting) and the service person’s fairness (fair and unfair service) are varied. Participants from Thai and Japanese cultures focus on different features while waiting. Thai participants tend to focus on queue jumpers and emotional feeling, whereas Japanese participants emphasize on speed as their reason for selecting a counter.
Keywords
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Samovar, L.A., Porter, R.E., McDaniel, E.R., Roy, C.S.: Communication Between Cultures. Cengage Learning, Boston (2016)
Dresser, N.: Multicultural Manners: Essential Rules of Etiquette for the 21st Century. Wiley, Hoboken (2011)
Hofstede, G., Hofstede, J.G., Minkov, M.: Cultures and Organizations: Software of the Mind, 3rd edn. McGraw Hill Professional, New York (2010)
Rafaeli, A., Barron, G., Haber, K.: The effects of queue structure on attitudes. J. Serv. Res. 5(2), 125–139 (2002)
Hall, E.T., Hall, M.R.: Understanding Cultural Differences. Intercultural Press, Yarmouth (1989)
Hall, E.T.: Beyond Culture. Anchor Books, New York (1989)
Mullins, L.J.: Essentials of Organizational Behaviour. Pearson Education, New York (2008)
Degens, N., Endrass, B., Hofstede, G.J., Beulens, A., André, E.: ‘What I see is not what you get’: why culture-specific behaviours for virtual characters should be user-tested across cultures. AI Soc. 32(1), 37–49 (2017)
Kistler, F., Endrass, B., Damian, I., Dang, C.T., André, E.: Natural interaction with culturally adaptive virtual characters. J. Multimodal User Interfaces 6(1–2), 39–47 (2012)
Hall, L., Tazzyman, S., Hume, C., Endrass, B., Lim, M.Y., Hofstede, G., Paiva, A., Andre, E., Kappas, A., Aylett, R.: Learning to overcome cultural conflict through engaging with intelligent agents in synthetic cultures. Int. J. Artif. Intell. Educ. 25(2), 291–317 (2015)
Endrass, B., Degens, N., Hofstede, G.J., André, E., Mascarenhas, S., Mehlmann, G., Paiva, A.: Integration and evaluation of prototypical culture-related differences. In: Workshop on Culturally Motivated Virtual Characters, 11th Conf. on IVAs, pp. 1–9. Springer (2011)
Thovuttikul, S., Lala, D., Ohashi, H., Okada, S., Ohmoto, Y. Nishida, T.: Simulated crowd: towards a synthetic culture for engaging a learner in culture-dependent nonverbal interaction. In: Workshop on Eye Gaze in Intelligent Human Machine Interaction, Conference on Intelligent User Interfaces, California (2011)
Thovuttikul, S., Lala, D., Kleef, V.N., Ohmoto, Y. Nishida, T.: Comparing people’s preference on culture-dependent queuing behaviors in a simulated crowd. In: Proceedings of the 11th International Conference on Cognitive Informatics and Cognitive Computing, pp. 153–162. IEEE Press, Japan (2012)
Lala, D., Thovuttikul, S., Nishida, T.: Towards a virtual environment for capturing behavior in cultural crowds. In: 6th International Conference on Digital Information Management, pp. 310–315. IEEE Press, Melbourne (2011)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Thovuttikul, S., Ohmoto, Y., Nishida, T. (2018). Perception of Fairness in Culturally Dependent Behavior: Comparison of Social Communication in Simulated Crowds Between Thai and Japanese Cultures. In: Mouhoub, M., Sadaoui, S., Ait Mohamed, O., Ali, M. (eds) Recent Trends and Future Technology in Applied Intelligence. IEA/AIE 2018. Lecture Notes in Computer Science(), vol 10868. Springer, Cham. https://doi.org/10.1007/978-3-319-92058-0_47
Download citation
DOI: https://doi.org/10.1007/978-3-319-92058-0_47
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-92057-3
Online ISBN: 978-3-319-92058-0
eBook Packages: Computer ScienceComputer Science (R0)