A Model of Culture in Trading Agents

G.J. Hofstede, C.M. Jonker, T. Verwaart

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


Geert Hofstede’s five-dimensional framework is widely used in social sciences and management science to characterize cultures. It has been suggested to build culturally consistent agent characters based on his framework. This chapter stresses the relevance of culture and trust for trade, substantiates why a dimensional model offers a good basis for cultural differentiation of agents, and presents an approach to apply Hofstede’s model to develop culturally differentiated agents. The approach is based on knowledge acquisition on a dimension-by-dimension basis and a computational method to integrate the acquired knowledge. The approach has been applied to a multi-agent simulation of a trade game. It is instantiated for the processes of partner selection, negotiation, and the interaction between deceit and trust in trade.
Original languageEnglish
Title of host publicationModels for Intercultural Collaboration and Negotiation
EditorsK. Sycara, M. Gelfand, A. Abbe
Place of PublicationDordrecht
Publication statusPublished - 2013

Publication series

NameAdvances in Group Decision and Negotiation
PublisherSpringer Netherlands


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