The Degree of Uncertainty Avoidance Present in Croatian and American Undergraduate Students; a Comparative Analysis

Involvement, Tolerance for Ambiguity, and Type of Service Moderate the Effectiveness of Probability Marker Usage in Service Advertising

“…According to the results of the original Hofstede study, Belgium, with the Uncertainty Avoidance Index (UAI) of 94 out of a 100 (74 being the European average), scores on the extreme high end of the scale (Hofstede 2009). A recent study (Matic 2006) conducted mirroring Hofstede's methodology for measuring uncertainty avoidance, found that Croatia scores on the extreme low end of the scale, with a UAI of 13.28. Therefore, Croatia and Belgium (Flanders) make an appropriate choice for a study of the effectiveness of probability markers in advertising taking tolerance for ambiguity into account, as we can expect a sufficient variance in tolerance for ambiguity scores by including participants from both countries in the sample.…”