Behavioral economics has made a great contribution, first, to prove that culture is among the factors that do matter when it comes to decision-making and, second, to study the mechanism behind this impact. In this respect, the Cultural Dimensions Theory created in 1980 by Dutch management researcher Geert Hofstede has introduced new dimensions and perspectives to research. In this column of the GURU NES popular science website we will not only discuss the theory but will also look into how culture impacts economic behavior of firms and individuals.