EFFECT OF SELF-MONITORING AND NATIONAL CULTURE ON FOLLOWER PERCEPTIONS OF PERSONAL CHARISMA AND CHARISMATIC MESSAGE

In this paper, a theory of charismatic relationships is examined with reference to the follower's personal characteristics. It is argued tha t a leader's charismatic message and personal charisma occupy differen t roles for individuals who vary in national culture and level of self -monitoring. In an empirical test of the theory, 387 undergraduates of Chinese and Australian cultural backgrounds completed self-monitoring and charismatic leadership instruments. High self-monitors placed mor e importance on personal charisma than the charismatic message. Chines e participants relied more than the Australians on the charismatic mes sage, although this preference depended on self-monitoring orientation . These results indicate the influence of both individual-and cultural -level variables on leader-member relationships, and the need to consi der these effects in future developments of a theory of charismatic le adership.