“…In TPB, a subjective norm is "the perceived social pressure to perform or not to perform the behavior" in question (Ajzen, 1991: 188), where social pressure is understood to be a manifestation of culture. On this basis, some researchers are now investigating both the embodiment of cultural factors in the subjective norm construct of the model, and the potential moderating effects of cultural factors on various linkages within the model (e.g., Barazandeh, Parvizian, Alizadeh, & Khosravi, 2015;Grunhagen & Volkmann, 2014;Semerci & Cimen, 2017;Zhang, Wang, & Owen, 2015). Following the work of Liñán and Chen (2009) on the potential moderation role of culture, Siu and Lo (2013) have argued that the degree of individualism or collectivism in the national culture (as conceived by Hofstede) would manifest as a construal of self that would moderate the relationships from personal attitudes, social norms, and self-efficacy to the resulting entrepreneurial intent.…”