How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture

This study examined the effects of individual‐level cultural values of individualism and collectivism on impulsive buying and money budgeting and the mediating role of acculturation to global consumer culture. By applying the person‐environment fit theory and acculturation theory, we argue that people who hold cultural values congruent with the culture they come into contact with are more likely to acculturate to it, and that those who acculturate to global consumer culture (GCC) are more likely to display consumption behaviors stimulated by GCC, namely impulsive buying and poor money budgeting. The findings show that consumers acculturated to GCC report higher impulsive buying and lower money budgeting, and that it is not the distinction between individualism and collectivism, but rather between the vertical and horizontal values that determines the acceptance of GCC and the studied consumption behaviors. Results revealed that vertical individualists (those who believe in competition between individuals and who prioritize their needs over the needs of others) and vertical collectivists (those who believe in the subordination of individuals to groups) were more likely to be acculturated to GCC. Thus, the acceptance of inequality between individuals among other individuals, or within groups, is related to the acceptance of GCC and impulsive buying and money budgeting. The level of acculturation to GCC mediates the relations between vertical individualism and collectivism values and impulsive buying and money budgeting. Theoretical contributions to the research on horizontal/vertical individualism/collectivism, acculturation to GCC, and person‐environment fit theory, as well as practical implications for marketers are discussed.     

High Power,Low Power,and Equality: Culture Beyond Individualism and Collectivism

Models of culture are operationalized as individualism and collectivism and have not given sufficient attention to other organizing axes—especially how a society handles power, dependence, and equality. Shavitt, Lalwani, Zhang, and Torelli (2006) make a significant contribution by first reminding the field of power distance (Hofstede, 1980) and then moving beyond a single factor to highlight benefits of Triandis’ (1995) horizontal (valuing equality) individualism–collectivism and vertical (emphasizing hierarchy) individualism–collectivism model. But this approach makes it difficult to disentangle the effects of power and individualism or collectivism; priming procedures and experimental variations of power can counter this limitation. Moreover, current horizontal/vertical approaches do not distinguish between having and not having power, although social cognition research documented differential effects of high and low power on content of self‐concept, relationality, and cognition, which suggest previously neglected cultural differences.     

Assessing alternative models of individualism and collectivism: a confirmatory factor analysis

Six alternative structural models of individualism–collectivism are reviewed and empirically compared in a confirmatory factor analysis of questionnaire data from an Australian student sample (N = 340). Central to the debate about the structure of this broad social attitude are the issues of (1) polarity (are individualism and collectivism bipolar opposites, or orthogonal factors?) and (2) dimensionality (are individualism and collectivism themselves higher‐order constructs subsuming several more specific factors and, if so, what are they?). The data from this Australian sample support a model that represents individualism and collectivism as a higher‐order bipolar factor hierarchically subsuming several bipolar reference‐group‐specific individualisms and collectivisms. Copyright © 2001 John Wiley & Sons, Ltd.     

Individualism and sociocultural adaptation: Discrimination and social capital as moderators among rural‐to‐urban migrants in China

This study examined the associations of sociocultural adaptation with individualism and collectivism and the moderating roles of discrimination and social capital in the associations among rural‐to‐urban migrants (N = 641) in Beijing, China. Results indicated that individualism was associated with poorer adaptation for migrants reporting low perceived discrimination or low social capital. However, migrants reporting high perceived discrimination showed poorer adaptation, regardless of individualism; and migrants reporting high social capital showed better adaptation, regardless of individualism. Collectivism was not related to adaptation. Findings suggest that individualism may be detrimental to migrants’ adjustment to a collectivistic society.     

Cultural Directions and Origins of Everyday Decisions

Decisions are made by individuals in all societies. Reasons for decisions are difficult to locate, yet configure cultural thinking. While taking decisions people can be culture objective and culture subjective at the same time. Methods in research focus on the universal features or etic, and culture specific features or emic, of the construct of decision making. In the methods used to research decision making lie several answers to the question of how people make decisions. Isolating features of the emic of decision making can be useful in tracing pathways to its etic. The unity of cultural individualism and collectivism steer thinking processes of individuals. As a cognitive undertaking decision making experiences the effects of the larger culture, but the domains of decision making determine in what manner and to what extent these effects will be manifest. Decision making is at once subjective and unconscious, culturally guided and idiosyncratically steered, self-oriented and other-related, situationally derived and universally operationalized.     

个人主义与集体主义结构的验证性研究

本文用实证方法通过对中国大陆303名被试的调查,对个人主义、集体主义的维度及其测量问卷的构想效度进行初步验证,结果支持Triandis提出的个人主义、集体主义可以分成水平、垂直两个维度,在个人水平上,个人主义与集体主义有四种类型的构想。验证性因素分析表明,Singelis的问卷有较好的构想效度,但在中国被试的测试结果上表现出一些题目的不适合,有待于进一步修正。     

The Horizontal/Vertical Distinction in Cross‐Cultural Consumer Research

We argue for the importance of a relatively new cultural distinction in the horizontal (valuing equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A review of the existing cross‐cultural literature is presented suggesting that, although the contribution of the horizontal/vertical distinction is sometimes obscured by methods that conflate it with other dimensions, its impact is distinct from that associated with individualism–collectivism. We present studies that highlight several sources of value for the horizontal/vertical distinction—as a predictor of new consumer psychology phenomena and as a basis for refining the understanding of known phenomena. Results support the utility of examining this distinction for the understanding of personal values, advertising and consumer persuasion, self‐presentational patterns, and gender differences. Methodological issues in studying the horizontal/vertical distinction are also discussed.     

Individualism–collectivism and organ donation intentions

This article investigates the impact of individualism–collectivism on a person's willingness to donate organs. In Study 1, an online survey showed that individualism–collectivism was significantly and positively associated with participants' willingness to register as organ donors while perceived benefit mediated this relationship. Study 2 demonstrated the causal effect of individualism–collectivism on organ donation intentions using a priming technique. Participants primed with collectivism were more likely to register as organ donors than those primed with individualism. Our findings provide unique insights into whether cultural values (i.e., individualism–collectivism) can predict people's organ donation intentions.     

Culture and attitudes toward psychological help-seeking influence clients’ self-disclosure

Cultural factors are known to influence aspects of psychotherapy. The influence of cultural values on self-disclosure was explored through surveys of Greek migrants to Australia (n?=?106), native Greek Cypriots (n?=?189), and Australians (n?=?35) on individualism–collectivism, attitudes toward seeking professional psychological help, and measures of self-disclosure. It was hypothesized that more collectivist participants would have less positive attitudes regarding self-disclosure. Against our predictions, all three groups showed highly similar attitudes toward seeking help and self-disclosure that were not related to the predicted links with individualism–collectivism.     

Neuroticism and Attitudes Toward Action in 19 Countries

Although individuals scoring high on Neuroticism tend to avoid taking action when faced with challenges, Neuroticism is also characterized by impulsivity. To explore cognitive biases related to this costly behavior pattern, we tested whether individuals who rated themselves as higher in Neuroticism would evaluate the general concepts of action and inaction as, respectively, more negative and positive. We further investigated whether anxiety and depression would mediate and individualism‐collectivism would moderate these relations in a large international sample. Participants (N = 3,827 college students; 69% female) from 19 countries completed surveys measuring Neuroticism, attitudes toward action and inaction, depression, anxiety, and individualism‐collectivism. Hierarchical linear models tested the above predictions. Neuroticism negatively correlated with attitudes toward action and positively correlated with attitudes toward inaction. Furthermore, anxiety was primarily responsible for emotionally unstable individuals’ less positive attitudes toward action, and individuals who endorsed more collectivistic than individualistic beliefs showed a stronger negative association between Neuroticism and attitudes toward action. Researchers and practitioners interested in understanding and remediating the negative consequences of Neuroticism should pay greater attention to attitudes toward action and inaction, particularly focusing on their links with anxiety and individualism‐collectivism.     

The relationship between shame and guilt: cultural comparisons between Ireland and the United Arab Emirates

The current study examines whether proneness to shame and guilt is related to the cultural dimensions of collectivism and individualism. Two groups of participants from Ireland (n?=?120) and the United Arab Emirates (UAE) (n?=?115) completed measures assessing collectivism, individualism, and shame and guilt proneness. Results indicated that both samples displayed similar levels of individualism and collectivism. The UAE sample reported significantly higher levels of guilt proneness and shame proneness characterised by negative self-evaluation. In contrast, the Irish sample displayed significantly higher levels of shame characterised by withdrawal tendencies. Guilt was positively correlated with individualism, but shame was not correlated with either scores on collectivism or individualism. Young Arab women appear to experience higher levels of guilt and shame characterised by negative self-evaluation in comparison to their Irish counterparts who displayed higher levels of guilt proneness.     

Compounding Vulnerability: Pregnancy and Schizophrenia

The predominant ethical framework for addressing reproductive decisions in the maternal–fetal relationship is respect for the woman's autonomy. However, when a pregnant schizophrenic woman lacks such autonomy, healthcare providers try to both protect her and respect her preferences. By delineating etic (objective) and emic (subjective) perspectives on vulnerability, I argue that options which balance both perspectives are preferable and that acting on etic perspectives to the exclusion of emic considerations is rarely justified. In negotiating perspectives, we balance the etic commitment to protect the vulnerable patient and her fetus from harm with the emic concern to empower a decisionally incapacitated woman. Equilibrium is best achieved by nurturing interdependent relationships that empower and protect the vulnerable woman. The analysis points to the need for better social support for mentally ill patients.     

‘We're all individuals’: group norms of individualism and collectivism,levels of identification and identity threat

Three studies were conducted to investigate the power of group norms of individualism and collectivism to guide self‐definition and group behavior for people with low and high levels of group identification. Study 1 demonstrates that in an individualist culture (North America), those who identify highly with their national identity are more individualist than low identifiers. In contrast, in a collectivist culture (Indonesia) high identifiers are less individualist than low identifiers. Study 2 manipulates group norms of individualism and collectivism, and shows a similar pattern on a self‐stereotyping measure: High identifiers are more likely to incorporate salient group norms prescribing individualism or collectivism into their self‐concept than low identifiers. Study 3 replicates this effect and shows that high identifiers conform more strongly to group norms, and self‐stereotype themselves in line with the salient norm than low identifiers when their group is threatened. Hence, the findings suggest that when there is a group norm of individualism, high identifiers may show individualist behavior as a result of conformity to salient group norms. Copyright © 2002 John Wiley & Sons, Ltd.     

The influence of self‐efficacy,subjective norms,and risk perception on behavioral intentions related to the H1N1 flu pandemic: A comparison between Korea and the US

This study examined the extent to which individualism‐collectivism moderates the relative effects of agency control beliefs (i.e., self‐efficacy), social norms (i.e., subjective norms), and risk perception (perceived vulnerability and perceived severity) on behavioral intention to engage in self‐protection behavior in the context of the H1N1 flu pandemic. Using multistage stratified sampling, the present study sampled people from the US (n = 399) and Korea (n = 500), two countries that have been found to be prototypical of individualistic and collectivistic national cultures, respectively. Consistent with the contrast between individualism and collectivism, the results of moderated regression analyses showed that intrapersonal control beliefs (i.e., self‐efficacy) and risk perception (i.e., perceived severity) had stronger effects on behavioral intention in the American sample than in the Korean sample, whereas social norms (i.e., subjective norms) had a stronger predictive power for the Korean sample than for the American sample. Overall, the findings contribute to health and risk studies by specifying which aspects of risk perceptions or beliefs are affected by national culture and how this translates into cross‐national variations in health risk behavioral intention.     

Social values priorities and orientation towards individualism and collectivism of Greek university students

The study aimed to explore the value priorities of Greek young adults and their orientation towards individualism and collectivism and to investigate for possible relationships between value types and individualism and collectivism. Greek undergraduate students (n = 484) completed the Social Values Survey, the Auckland’s Individualism and Collectivism Scale and a form of demographic information. Benevolence, self-direction and hedonism were found to be the most highly rated value types for both males and females. In the case of individualism and collectivism participants scored higher on collectivism. Males and science and technology students scored higher on value types regarding openness to change and self-enhancement. Females and social and humanities students scored higher on conservation and self-transcendence value types. Religiosity was associated to collectivism and to value types regarding conservation and self-transcendence. Regression analysis revealed a direct association between individualism and openness to change and self-enhancement. Collectivism was found to be associated with conservation and self-transcendence.     

Putting the “We” Into Well‐being: Using Collectivism‐Themed Measures of Well‐Being Attenuates Well‐being's Association With Individualism

Studies repeatedly have documented that societal well‐being is associated with individualism. Most of these studies, however, have conceptualized/measured well‐being as individual life satisfaction—a type of well‐being that originates in Western research traditions. Drawing from the latest research on interdependent happiness and on family well‐being, we posit that people across cultures pursue different types of well‐being, and test whether more collectivism‐themed types of well‐being that originate in Confucian traditions also are associated with individualism. Based on data collected from 2,036 participants across 12 countries, we find support for the association between individual life satisfaction and individualism at the societal level, but show that well‐being's association with individualism is attenuated when some collectivism‐themed measures of well‐being are considered. Our article advances knowledge on the flourishing of societies by suggesting that individualism may not always be strongly linked with societal well‐being. Implications for public policies are signaled.     

Optimism and realism: A review of self‐efficacy from a cross‐cultural perspective

T his review critically examines much of the research investigating self‐efficacy beliefs through cross‐cultural comparisons. Two sets of cross‐cultural comparison groups are examined: Asian (or immigrant Asian) versus Western, and Eastern European versus Western European and American groups. After an introduction to self‐efficacy theory, some cross‐cultural aspects of self and self‐beliefs are discussed, and the cultural dimensions of individualism and collectivism are introduced. Analysis of the articles focuses on differences in levels of efficacy beliefs, calibration of beliefs with performance, methodological problems, and implications for practice. Almost all of the 20 studies reviewed found efficacy beliefs to be lower for non‐Western cultural groups, but in some cases these lower beliefs were more predictive of subsequent functioning. There is some evidence that the mean efficacy beliefs of a cultural group are modified through immigration or political changes. For some non‐Western groups, collective efficacy appears to operate in much the same way as self‐efficacy operates for Western groups. Realistic—as opposed to optimistic—efficacy beliefs do not necessarily predict poor performance for all cultural groups, as has been suggested by self‐efficacy theory. Only a minority of the studies included measurement of cultural dimensions such as individualism and collectivism, although most of the studies based conclusions on assumed cultural differences. In some cases, self‐efficacy was poorly defined and bore little resemblance to theoretically derived definitions. Conclusions from this research have implications especially for applied settings in education and business: Efficacy beliefs and performance appear to be enhanced when training approaches are congruent with the individual's sense of self. Lower levels of self‐efficacy beliefs found in some collectivist groups do not always signify lower subsequent performance, but are instead reflective of differing construals of self.     

Not all cultural values are created equal: Cultural change in China reexamined through Google books

Given its major transformations in recent decades, China has figured prominently in research on cultural change. Previous research converges in showing a general trend towards individualism in contemporary China while noting that rising individualism tends to coexist with enduring collectivism. To further understand this, we tested whether perceived traditional importance of cultural values would modulate the trajectory of cultural change reflected in word usage frequencies in published books. We re‐analysed Google's Chinese corpus since 1980 based on a broad sample of words associated with individualism–collectivism. We replicated the pattern of rising individualism and declining collectivism among words of modest and low perceived traditional importance. Most important, however, collectivistic words of high perceived traditional importance increased in usage frequencies with time, thus departing from the general trend towards individualism. Overall, our research underscores the role of core culture in cultural maintenance during times of rapid cultural change.     

Inter‐ and intra‐cultural variations in self‐other boundary: A qualitative‐quantitative approach

Past research on the theories of self‐construal and individualism‐collectivism in cross‐cultural contexts presents inconsistent and inconclusive results. Some researchers have seriously questioned the validity of major instruments measuring self‐construal across cultural groups. To address the validity issue, this study developed quantitative measures from ethnographic data. In five scenarios mapping self to close‐other boundaries, 171 Anglo‐Canadians and 224 Mainland Chinese were asked to make a decision and offer a reason for the decision. Two intriguing findings emerged from the data. (1) In comparison with Anglo‐Canadians, Mainland Chinese were more likely to share material belongings with close‐others and less likely to share their thoughts/opinions. The first part of this finding provides unequivocal support for the theories of self‐construal and individualism‐collectivism, whereas the latter part challenges an important assumption of these theories, which contends that collectivists should be more likely than individualists to share everything they own (including opinions) with close‐others. This unconventional finding proposes the division of material belongings and thoughts/opinions sharing of the self‐other boundary in future cross‐cultural self‐construal research. (2) There were significant differences in the reasons Canadians and Chinese offered for what they would or would not do in a specific situation. For example, the reasons for not telling the truth about a roommate's nonmatching outfit were “tastes differ from person to person” for a Canadian and “I don't tell others what I think of them” for a Chinese. The Canadians clearly show respect for the other's personal preference and the Chinese were thinking “what can I benefit from telling her the truth?” It was reasoned that underneath the giving and generous Chinese lies a shrewd mind, and underneath the frank Canadian lies a materialistic mind. In conclusion, this article contributes to the field in that it reports pioneering research, via both qualitative and quantitative means, on sharing material belongings and opinions/thoughts in samples from individualistic and collectivistic cultures. The findings of this study illustrate, specify, and challenge the universal utility of the theories of self‐construal and individualism‐collectivism.     

Cultural perspectives on romantic love

Culture-related dimensions contribute to a more complete understanding of romantic love. In particular, we suggest that the dimensions of individualism and collectivism, at both societal and psychological levels, offer insights into the nature of romantic love and its perceived importance for marriage. Changes In values pertaining to romantic love and its role In choosing a spouse are evident In several traditionally collectivistic societies and among persons from these societies emigrating to countries such as Canada, Australia, and the United States. Given these trends, we discuss the need to study individualism and collectivism at the psychological level and present findings from our own program of research.