masculinity. Holfstede used feminine values of modesty and caring and masculine values of assertiveness and competitiveness to arrive at this score. Masculinity differs from the macho image. When the difference is not recognized, Turkey rated lower than if it was recognized. Compare with Japan, which got the highest score at 98% and Sweden at only 5% (McPherson). In conducting research on national cultures, one must keep in mind that averages do not relate to individuals in a country or destination under study. Even if Holfstede's model has proved accurate quite often in general population studies, a researcher must be careful not to assume that all the individuals or even regions with subcultures, necessarily fit. Research can only serve as guide to understanding differences between countries. It does not set a solid law. There will always be exceptions to the rule and the findings of research (McPherson). #

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