How General Is the Semantic Structure of Time? A Comparison of Indians and Germans.

People in different cultures differ in their time-related behaviors and judgments. But do they also differ in how time is represented in their minds, that is, in their semantic structures of time, and if so, how and why? Two studies addressed these questions using participants' time-related associative responses to compare the semantic structures of time across Indian and German university students. Study 1 compared time-related associations and found only low intercultural agreement, which increased somewhat if associations were grouped into categories. In Study 2, a comparison of the results of multidimensional scaling analyses on a cross-culturally representative selection of stimuli was consistent with the conclusion that differences across cultures are much more pronounced than commonalities. Two cultural aspects in particular might be responsible for the diversity in the semantic structures of time: the monochronic-polychronic distinction and the distinction between linear and cyclical time. Moreover, intercultural differences may be strongly intensified by language effects, especially if the languages in question greatly differ. It is concluded that behavioral and judgmental differences in dealing with time may be grounded in how people intuitively think about it and the language used to do so.