Decoding cultural dynamics in South America: Cultural values scale analysis

Purpose: This study aims to analyze the cultural differences between Brazil, Colombia, and Ecuador through Hierarchical Cluster Analysis (HCPC) and validating the Cultural Values Scale (CVSCALE) in South America. Method: Employing a multi-stage methodology, the research integrates a comprehensive literature review with scale adaptation and validation procedures to ensure linguistic accuracy and sociocultural relevance. Exploratory and confirmatory factor analyses were performed on samples from all three nations, followed by HCPC analysis using Ward's minimum variance criterion and K-means clustering to identifiy regional cultural profiles. Results: In this study, three cultural clusters emerged: Brazil demonstrated heightened uncertainty avoidance and power distance, Colombia exhibited a combination of long-term orientation and power distance moderated by feminine cultural values, while Ecuador displayed high values in masculinity paired with strong long-term orientation. The findings validate CVSCALE's reliability for cross-cultural research in South America. Originality: This work presents the first culturally validated measurement tool specifically adapted for South American contexts, offering a reliable instrument for intercultural research in the region. The integration of HCPC analysis provides an innovative methodological approach to identifying and comparing cultural configurations between countries. Theoretical Contributions: By validating CVSCALE’s applicability in South America, this study enriches the understanding of cultural dimensions in the region. It also demonstrates how HCPC techniques can segment cultural profiles, offering empirical evidence of regional cultural characteristics while confirming measurement invariance across countries. Managerial Implications: The validated scale and identified cultural profiles provide professionals with a reliable tool to develop culturally adapted strategies and interventions in South American markets. This tool can be applied in various fields, both social and commercial, by identifying psychographic segments related to behavior in each country.