What is Continuum

Theoretical models for the study of cross cultural variables in communication abound. However, there are very few empirical studies to validate any of these models in the Human-Computer Interaction (HCI) literature involving Automatic Speech Recognition (ASR). This is the gap this chapter seeks to fill by addressing the broad and foundational question of whether a framework for cross cultural dimensions can be used to investigate how people use (or are likely to use) ASR systems versus Live (human) help. In particular, the authors focus on one of Hofstede’s (1991) five factors: individualism-collectivism. They show that using Hofstede’s questionnaire does not yield expected results in the HCI domain involving ASR. Consequently, the authors propose a new set of questions derived from cultural and psycholinguistic factors surrounding how people might tackle some common problems. This new questionnaire proves to be effective in deriving the cross-cultural distinctions congruent with benchmarked predictions, while also providing empirical evidence for culturally determined preferences for the use of ASR systems. Furthermore, the authors explore one implication from this study based on the discussion of the cross-cultural correlation between the nature of a task (simple or complex) and the evolution or adoption of ASR systems for self help.