CROSS-CULTURAL-COMPARISON OF ORGANIZATIONAL MEDIA EVALUATION AND CHOICE

Managers working in four countries reported the richness of five media , equivocality of 11 situations, preferred media for each situation, a nd cultural values. The richness and equivocality measures were reliab le and unidimensional. Face-to-face was ranked as most, and business m emos least, rich. Only E-mail and telephone preferences were significa ntly correlated with richness. Media preferences for face-to-face and telephone for each situation were highly correlated with the situation s' equivocality. Respondents from collectivist countries rated the tel ephone as less rich, and the business memo as richer, than did respond ents from individualist countries.