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become promoted in bureaucratic organizations (Coates & Pellegrin, 1957). Moreover,

exhibiting social conformity is an easier way to get by without “rocking the boat” or

being stereotyped as a deviant individual.

Individuals in groups exhibit social conformity for a variety of reasons including

normative pressure or due to distortion of perception or judgment (Asch, 1958;

Hackman, 1992). High culture strength indicates cohesion and agreement; thus, a strong

culture may signify the existence of pressures for social conformity. Therefore, I expect

that in the presence of high culture strength, role perceptions would also elicit stronger

behavioral outcomes.

Hypothesis 4. Culture strength will moderate the relationships between roles and

behaviors such that a) the positive relationship between helping role and helping

as behavior and b) the negative relationship between helping role and

achievement behavior, will be more pronounced in the presence of higher culture

strength

Hypothesis 4. Culture strength will moderate the relationships between roles and

behaviors such that c) the positive relationship between achievement role and

achievement behavior and d) the negative relationship between achievement role

and helping as behavior, will be more pronounced in the presence of higher

culture strength.

Hypothesis 4. Culture strength will moderate the relationships between roles and

behaviors such that e) the positive relationship between an innovative role and

innovative behavior and f) the negative relationship between compliant role and

47

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