Francisco is conducting an international study about a new website that is preparing to launch worldwide. He wants to see if men or women are more likely to be interested in the new website so he can know which demographic to market it to.
After he collects his data, Francisco discovers that whether the country he surveyed was collectivist or individualist changed how men and women responded to the website. Men from collectivist countries were the most interested, whereas women from individualist countries were the least interested.