Abstract

International business transactions are commonly subject to misunderstanding with respect to truth telling and promise keeping. This paper argues that cultural differences in contexting contribute greatly to these misunderstandings. This study finds support for the hypothesis that the individual-level characteristic of need for approval is related to contexting at the cultural level and to culturally valued communication outcomes. Spanish, Mexican, and U.S. MBAs had significantly different mean scores on the social desirability scale. This study also finds no systematic differences in attitudes toward truth telling and promise keeping in business based on culture. Theory-based implications for research and business practice are discussed.