Cultural Influences: Literature Review

CHAPTER 2

LITERATURE REVIEW

This chapter provides the discussions on variables of this study, that are, cultural influences and personal preferences. Additionally, both of the theoretical and conceptual frameworks are presented.

2.1 Cultural Influences

Culture and Religion

People from different cultural backgrounds have to communicate often amongst each will lead to a stronger relationship that help build a well diverse community that allows them to make future decisions to achieve a set of goals. For instance, a particular culture may be more focused towards a proper education and archiving a successful career. However, some cultures as Bhutan 's culture, which is based on Buddhist spiritual values, uses “happiness” to calculate their GDP

They are exposed to leading characters that are good looking and have successful careers. Hence, they mimic their favourite character, from how they dress and speak to the most importantly their personality. This may be supported by the framing theory that Goffman, wrote in his Frame Analysis book in 1974. He figured out that viewer’s choices about how to process an information is influenced of how that information was presented to him. The most common use of “frames” on media is the news; they are thought to influence the viewer’s perception. They “frame” it in a way to not only tell the viewers what to think about, but also how to think about the issue that the news is trying to convey. In our case, the students might be motivated to major finance studies by media advertising or films, in which financial professionals are presented in a positive

The first independent variable is self-esteem. According to Satoshi Sugahara, Kazumi Suzuki and Gregory Boland (2008), the findings indicate that accounting programs in a tertiary institution have limited impacts on improving students’ self-efficacy toward their generic skills. The second independent variable is expectation towards financial numeration. Hanson (1994) identified that family, peers, and other significant persons also have an impact on an individual’s choice in many ways. The third independent variable in this research is expectation towards career path and promotional opportunities. Warrick, Daniels, Scott (2012) figured out that the future employment opportunity is very important to student in choosing their major. As the increase of need of accounting graduate, increase the perception of student choosing to major in accounting increase as well. Beside that according to Abdullahi and Bukar (2000) financial motivation, desire and other personal interest do influence career choice. Lastly, the fourth independent variable is availability of role models. Based on the research done by Gibson (2004) argues that role models serve three interrelated purposes which is to provide learning, to provide motivation and inspiration and also to help individuals define their