Architecture, clothing, books, foods, art, eating utensils, etc: subjective contents, all those parts of a culture that do not survive humans as physical artifacts, ex. Long-term vs. short-term orientation how much culture promotes delaying gratification of emotional, material and social needs in service of more long term goals. Individualism vs. collectivism how much culture focuses on oneself vs. the larger group: most empirical attention. August 4, 2020: rituals, culturally proscribed conduct or any kind of established procedure or routine, ex. Morning cup of coffee every day: tight cultures norms are very clear and strict with strong sanction for violations, strong pressure to conform. Loose cultures norms aren"t strict and no strong sanctions for violations: no pressure to conform, ex. Issues with assumption that nations have one singular culture: equivalence, a state or condition of similarity in conceptual meaning and empirical method between cultures that allow comparisons to be meaningful, conceptual, methodological, measurement.