The study by Erkus¸ and Banai examined the relationship between three ethically
questionable negotiation tactics (pretending, deceiving, and lying) and other measures
such as individualism, collectivism, and ethical ideology. Although individualism and
collectivism are often used as measures of national culture differences and compared
across countries, this study measured these variables at the individual level within a
single country. The study also broke down the measures of individualism and
collectivism into horizontal and vertical subcategories. Data were collected from 366
employees and managers in Turkey. The results also show that the more individuals
hold to an ethical ideology, the less likely they are to pretend, deceive, or lie. However,
while horizontal individualism tended to increase the use of all three of these ethically
questionable tactics, the results for vertical individualism and both types of
collectivism were mixed. Nevertheless, the next study focused on a different measure of
culture, power distance, that is more logically and directly related to vertical
relationships.