Investigation of Cultural Bias Using Physiological Metrics: Applications to International Business

In today\u27s world, many business transactions and interactions are conducted cross-culturally. When going to a business meeting, it is essential avoid a major cultural faux pas in order to not offend your business partners. The Cultural Lens model is used to understand the origins of cultural mismatches. An individual must adjust their approach to a situation to create a cultural match. In adjusting this approach, cognitive biases are a potential result in cross-cultural scenarios. We investigate the Mirror Imaging Bias, which has been found to be a common result of a shortcut to decide how to act in a situation. Physiological metrics were used to see if these biases can be detected in a non-invasive manner. It was found that pupil diameter is a reliable indicator of when Mirror Imaging Bias is present. By understanding how individuals process information and are influenced by Mirror Imaging Bias, we can help create applications as well as provide training to help avoid cultural faux pas