Cultural Dimensions

EVALUATING

How Different Cultures Give Feedback and Evaluate Performance

Different cultures have different expectations when handling feedback, with some offering (and expecting) more direct negative feedback, while others are more indirect.

In China, managers learn never to criticize a colleague openly or in front of others, while the Dutch manager learns always to be honest and to give the message straight. Americans are trained to wrap positive messages around negative ones, while the French are trained to criticize openly and provide positive feedback sparingly.

One way to understand how a culture deals with negative feedback is by listening to the types of words people use. More direct cultures tend to use upgraders, words, such as absolutely, totally, or strongly: “This is absolutely inappropriate,” or “This is totally unprofessional.”

More indirect cultures use more downgrader, such as « sort, of slightly, etc » or, as the British, deliberate understatement.

The “Anglo-Dutch Translation Guide” below provides an illustration of this.

Key Characteristics

DIRECT NEGATIVE FEEDBACK

INDIRECT NEGATIVE FEEDBACK

Negative feedback is provided frankly, bluntly, honestly.

Negative messages stand alone, not softened by positive ones.

Absolute descriptors are often used (totally inappropriate, completely unprofessional) when criticizing.

Criticism may be given to an individual in front of a group.

Negative feedback is provided softly, subtly, diplomatically.

Positive messages are used to wrap negative ones.

Qualifying descriptors are often used (sort of inappropriate, slightly unprofessional) when criticizing.

Criticism is given only in private.

COUNTRY COMPARISON

The chart shows examples of where certain countries fall on the communication scale.

EXAMPLE Nr. 1

Peter Müller, a German finance director, learned the hard way. A manager in his forties, Müller described how his failure to decode a message from his British boss almost cost him his job.

“In Germany, we typically use strong words when giving negative feedback or criticising in order to make sure the message registers clearly. During a one-on-one, my British boss “suggested that I think about” doing something differently. So I took his suggestion. I thought about it and decided not to do it. Little did I know that his phrase was supposed to be interpreted as, “change your behaviour right away or else”. And I can tell you, I was pretty surprised when he called me into his office to chew me out for insubordination.”

Müller subsequently learned to analyse messages by ignoring the downgraders and focusing his attention on the raw message in the middle. He also considered how his British staff might interpret his messages, which he had been delivering without any softeners at all. Now Müller makes an effort to soften the message when giving negative feedback to British counterparts. “I try to start by sprinkling the ground with a few light positive comments and words of appreciation. Then I ease into the feedback with “a few small suggestions,” he said.

EXAMPLE Nr. 2

A Korean Manager working for 6 years in the Netherlands: « The Dutch culture is very direct, and we Koreans do not like to give direct negative feedback. So when I first came to the Netherlands, I was chocked at how rude and arrogant the Dutch are with their criticism. When they don’t like something, they tell you bluntly to your face. I spoke to another Korean friend who has been in the Netherlands for a while, and he told me that the only way to handle this is to give it right back to them. Now I try to be just as blunt with them as they are with me.

In the following video, Erin Meyer talks about how different cultures give negative feedback.

THE LINK BETWEEN COMMUNICATION STYLE & THE WAY TO GIVE FEEDBACK

Evaluating is often confused with Communicating, but many countries have different positions on the two scales. The French, for example, are highcontext (implicit) communicators relative to Americans, yet they are more direct in their criticism. Spaniards and Mexicans are at the same context level, but the Spanish are more frank when providing negative feedback.

Source: Erin Meyer, The Culture Map

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