Individualist and collectivist norms: when it's ok to go your own way

We conducted two studies to investigate the influence of group norms endorsing individualism and collectivism on the evaluations of group members who display individualist or collectivist behaviour. It was reasoned that, overall, collectivist behaviour benefits the group and would be evaluated more positively than would individualist behaviour. However, it was further predicted that this preference would be attenuated by the specific content of the group norm. Namely, when norms prescribed individualism, we expected that preferences for collectivist behaviour over individualist behaviour would be attenuated, as individualist behaviour would, paradoxically, represent normative behaviour. These predictions were supported across two studies in which we manipulated norms of individualism and collectivism in an organizational role‐play. Furthermore, in Study 2, we found evidence for the role of group identification in moderating the effects of norms. The results are discussed with reference to social identity theory and cross‐cultural work on individualism and collectivism. Copyright © 2002 John Wiley & Sons, Ltd.     

Individualism and Collectivism: Implications for Women

This essay examines the nature and dynamics of individualism and collectivism as social and interpersonal phenomena. It considers the importance of affirming the true self as a key feature of individualism as conceived by Donald Capps. By means of cultural and gender analysis, the essay explores aspects of self-affirmation among women, especially Korean American women in both individualist and collectivist societies. It ultimately proposes a “self-affirming collectivism” that promotes the authentic individual self as imago Dei whose unique identity is expressed within community.     

Normative predictions of collectivist‐individualist intentions and behaviour of Indians

Five hundred and thirty‐four college students, drawn from five distantly located cities in India that varied in affluence and infrastructural facilities, participated in a study designed to understand their normative predictions about people's responses to 20 situations. The responses consisted of five combinations: collectivist behaviour with collectivist intention (CC), individualist behaviour with individualist intention (II), collectivist behaviour with individualist intention to behave subsequently in an individualist way or to serve individualist intention (CI), individualist behaviour with collectivist intention to behave subsequently in a collectivist way or to serve a collectivist purpose (IC), and a mix of collectivist and individualist intention and behaviour (C&I). The findings indicated that the situations involving family members were reported to induce collectivism in behaviour as well as intentions. However, compelling personal needs were believed to lead to serve individualist interests, but by adopting collectivist behaviour. Further, collectives, compared to individuals, were reported to behave in collectivist way. Even when collectives behaved in individualist fashion, the ultimate aim was conjectured to serve a collectivist purpose. Females, like males, were perceived to meet compelling individual needs by resorting to collectivist behaviour. In less compelling matters that are less salient to their gender role, females were reported to remain collectivist in their behaviour as well as intentions. More affluent places with better infrastructure are believed to manifest either a mix of collectivist and individualist behaviour and intentions or a response pattern that enables individualist interests to be served through collectivist behaviour. A clear individualist pattern of behaviour and intention was rarely predicted to occur. The changing socioeconomic scenario has probably induced a shift towards cultivating individualist intentions that are still realized through collectivist behaviour. With the rate of change accelerating further, individualism is likely to get stronger, particularly in more affluent areas with better infrastructure. However, the combinations of collectivist and individualist behaviour and intentions are likely to remain complex.     

Effects of individualist and collectivist group norms and choice on intrinsic motivation

Previous research suggests that the positive effect of personal choice on intrinsic motivation is dependent on the extent to which the pervading cultural norm endorses individualism or collectivism (Iyengar and Lepper in J Pers Soc Psychol 76:349–366, 1999). The present study tested effects of personal choice on intrinsic motivation under situationally-induced individualist and collectivist group norms. An organizational role-play scenario was used to manipulate individualist and collectivist group norms in participants from a homogenous cultural background. Participants then completed an anagram task under conditions of personal choice or when the task was either assigned to them by an in-group (company director) or out-group (experimenter) social agent. Consistent with hypotheses, when the group norm prescribed individualism participants in the personal choice condition exhibited greater intrinsic motivation. When the group norm prescribed collectivism, participants’ assigned to the task by the company director were more intrinsically motivated. The implications of results for theories of intrinsic motivation are discussed.     

Social science as dialogue: narcissism, individualist and collectivist values, and religious interest in iran and the united states

This investigation most importantly sought to illustrate the use of social science to promote cross-cultural dialogue. Fukuyama (1992) explained contemporary cultural trends in terms of a triumphant individualism that would overcome all other forms of social life, including what he described as the “fundamentalist resentment” of Iran. Lasch (1979) more pessimistically diagnosed Western social arrangements in terms of an emerging “culture of narcissism.” In this study, Iranian and American university students responded to measures of narcissism, individualist and collectivist values, religious interest, and psychological adjustment (identity, self-actualization, and self-consciousness). Variables related to a sense of community (collectivist values, religious interest, and identity) correlated negatively with narcissism in both societies, as did self-actualization. These data supported a moderate position between the polarized extremes of Fukuyama and Lasch and more importantly demonstrated how social scientific methods might be useful in creating a “space” for conducting a “dialogue between civilizations.”     

Social science as dialogue: narcissism,individualist and collectivist values,and religious interest in iran and the united states

This investigation most importantly sought to illustrate the use of social science to promote cross-cultural dialogue. Fukuyama (1992) explained contemporary cultural trends in terms of a triumphant individualism that would overcome all other forms of social life, including what he described as the “fundamentalist resentment” of Iran. Lasch (1979) more pessimistically diagnosed Western social arrangements in terms of an emerging “culture of narcissism.” In this study, Iranian and American university students responded to measures of narcissism, individualist and collectivist values, religious interest, and psychological adjustment (identity, self-actualization, and self-consciousness). Variables related to a sense of community (collectivist values, religious interest, and identity) correlated negatively with narcissism in both societies, as did self-actualization. These data supported a moderate position between the polarized extremes of Fukuyama and Lasch and more importantly demonstrated how social scientific methods might be useful in creating a “space” for conducting a “dialogue between civilizations.”     

Impact of an individualist vs. collectivist context on the social valorization of internal explanations

The theory of the norm of internality emphasizes the role of Western individualism in the normativity of internal explanations. The present study examines the link between the social value accorded to targets expressing internal vs. external explanations and individualist vs. collectivist contexts. Sixty-three male and female French management sciences students evaluated two targets (internal vs. external) in a simulated recruitment situation. The job vacancy was partially manipulated to create individualist vs. collectivist contexts. Participants were asked to state whether or not they would recruit the targets and to describe the targets on traits relating to social utility (market value) and social desirability (likeability). As expected, the results showed that the effect of the targets' internality on recruitment judgments and perceived social utility was stronger in the individualist context than in the collectivist context. However, the analysis also revealed that the participant's gender moderated the impact of the context on the evaluation of the targets. The results showed that the context strongly affected the men's judgments, whereas it had no effect on the women's judgments.     

Creativity in Its Social Context: The Interplay of Organizational Norms,Situational Threat,and Gender

Past research has frequently made the assumptions that creativity is an individual, rather than social, behavior; that the factors shaping creative behavior influence everyone in the same way; and that these factors always have the same influence regardless of the situation. This research challenges all 3 of these assumptions. In an experiment, participants (n = 187) assumed the role of members of a business organization with either individualist or collectivist norms that was either under competitive threat or not. Results indicated that, when threat was absent, men exhibited more divergent thinking under individualist than collectivist norms. However, the reverse was true for women when threat was absent and for both sexes when their organization was under threat. Thus, a group norm emphasizing individuality can sometimes enhance divergent thinking performance. However, this influence is moderated by other situational factors such as competitive threat, and, possibly for reasons of differing socialization, does not appear to affect men and women equally.     

Individual Differences in Individualism and Collectivism Predict Ratings of Virtual Cities’ Liveability and Environmental Quality

The present research investigated individual differences in individualism and collectivism as predictors of people's reactions to cities. Psychology undergraduate students (N = 148) took virtual guided tours around historical cities. They then evaluated the cities’ liveability and environmental quality and completed measures of individualism and collectivism. Mediation analyses showed that people who scored high in self-responsibility (individualism) rated the cities as more liveable because they perceived them to be richer and better resourced. In contrast, people who scored high in collectivism rated the cities as having a better environmental quality because they perceived them to (1) provide a greater potential for community and social life and (2) allow people to express themselves. These results indicate that people's evaluations of virtual cities are based on the degree to which certain aspects of the cities are perceived to be consistent with individualist and collectivist values.     

‘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 importance of social context in cross-cultural comparisons: first graders in Colombia and the United States

The authors explored the cultural constructs of individualism and collectivism by investigating the prosocial behavior of 1st graders (N = 202; 110 girls, 92 boys) in countries typically classified as collectivist (Colombia, South America) and individualist (United States). Contrary to expectations, U.S. children shared more than Colombian children did. However, U.S. children were more likely to take candy from another child without permission (demonstrating individualism). Results indicated that in both countries sharing was greater with friends than with other fellow classmates, and children frequently reported friendship as the reason they shared. Findings support the importance of the social context, such as the relationship between participants, in cross-cultural research and suggest that simple dichotomies of culture often overlook complex associations between culture and behavioral differences.     

Differentiation between and within groups: the influence of individualist and collectivist group norms

The power of individualist and collectivist group norms to influence intergroup and inter‐individual differentiation was examined in three studies. Study 1 revealed that intergroup differentiation was lower when group norms prescribed individualism than when they prescribed collectivism. However, inter‐individual differentiation was higher when group norms endorsed individualism than when they promoted collectivism. In Studies 2 and 3 we found evidence for the moderating effect of group salience on the relationship between norms and differentiation. Specifically, the effect that individualist group norms reduced intergroup differentiation but enhanced inter‐individual differentiation was more pronounced when group salience was high rather than low. This finding demonstrates that conformity to a group norm prescribing individualism influences the manner in which positive differentiation is expressed. The discussion focuses on the caveats of introducing individualist group norms when attempting to reduce intergroup differentiation. Copyright © 2006 John Wiley & Sons, Ltd.     

Emotions in collectivist and individualist contexts

A theory of cultural differences in emotions was tested in a questionnaire study. Hypotheses about the differences between emotion in individualist and collectivist contexts covered different components of emotion: concerns and appraisals, action readiness, social sharing, and belief changes. The questionnaire focused on 6 types of events that were rated as similar in meaning across cultures. Participants were 86 Dutch individualist respondents and 171 Surinamese and Turkish collectivist respondents living in the Netherlands. As compared with emotions in individualist cultures, emotions in collectivist cultures (a) were more grounded in assessments of social worth and of shifts in relative social worth, (b) were to a large extent taken to reflect reality rather than the inner world of the individual, and (c) belonged to the self-other relationship rather than being confined to the subjectivity of the self.     

The Importance of Social Context in Cross-Cultural Comparisons: First Graders in Colombia and the United States

The authors explored the cultural constructs of individualism and collectivism by investigating the prosocial behavior of 1st graders (N = 202; 110 girls, 92 boys) in countries typically classified as collectivist (Colombia, South America) and individualist (United States). Contrary to expectations. U.S. children shared more than Colombian children did. However, U.S. children were more likely to take candy from another child without permission (demonstrating individualism). Results indicated that in both countries sharing was greater with friends than with other fellow classmates, and children frequently reported friendship as the reason they shared. Findings support the importance of the social context, such as the relationship between participants, in cross-cultural research and suggest that simple dichotomies of culture often overlook complex associations between culture and behavioral differences.     

Individualism-Collectivism and Personality

This paper provides a review of the main findings concerning the relationship between the cultural syndromes of individualism and collectivism and personality. People in collectivist cultures, compared to people in individualist cultures, are likely to define themselves as aspects of groups, to give priority to in-group goals, to focus on context more than the content in making attributions and in communicating, to pay less attention to internal than to external processes as determinants of social behavior, to define most relationships with ingroup members as communal, to make more situational attributions, and tend to be self-effacing.     

Cultural Dimensions,Gender, and the Nature of Self-concept: A Fourteen-country Study

Ratings of the importance of and satisfaction with 20 areas of the self were obtained from 3604 first or second year social science undergraduates from 14 countries (15 cultures). Factor analysis at the culture by gender level supported four factors for both sets of ratings. The resulting factor scores were analyzed for mean differences according to the cultural dimension of Individualism-Collectivism by Gender and by correlations with other cultural dimenions and economic indicators. It was found that participants from the 10 collectivist cultures placed greater salience for their self-concepts on “family values” than did those from the individualist cultures. However, this cultural difference was not found for “social relationships”. The expected gender differences, with females valuing “family values” and “social relationships” more highly, were found only for the individualist countries. The findings indicate that there may be a strong cultural level interaction effect between gender and Individualism-Collectivism on the nature of self-conceptions, and that the “family” and “social” aspects of self-concept in collectivist countries need to be considered separately.     

Collectivism coexisting with individualism: an Indian scenario

A sample of 292 respondents, drawn from three locations, participated in a study designed to examine the effects of eighteen situations on the choice of collectivist and individualist behaviour and intentions, or their combinations. The findings indicated that concerns for family or family members evoked a purely collectivist behaviour. Compelling and urgent personal needs and goals in conflict with the interests of family or friends led to a mix of individualist and collectivist behaviour and intentions. Individualist behaviour intended to serve collectivist interests was the third most frequently opted choice. Respondents' education had a significant effect and other background variables had indeterminate effects on the choice of either purely collectivist or a mix of collectivist and individualist behaviour and intentions.     

Gender Differences in the Perception of Honour Killing in Individualist Versus Collectivistic Cultures: Comparison Between Italy and Turkey

Gender differences in the perception of honour killing were investigated in two countries, both traditionally considered honour cultures but with differing degrees of individualism and collectivism: Italy and Turkey. Ninety-six Turkish undergraduate students attending Istanbul University (40 % males, mean age?=?21.2 years) and 68 Italian undergraduate students attending Turin University (34 % males, mean age?=?24.6 years) filled in a questionnaire which assessed the perception of three honour killing scenarios (scenario 1: alleged adultery, scenario 2: adultery, scenario 3: adultery in flagrante delicto). The questionnaire measured the attribution of assailant and victim responsibility, the proposed punishment for the assailant, and the evaluation of the incidents as crimes. Results showed that regardless gender Turkish participants attributed more responsibility to the victim and less responsibility to the assailant, and proposed less severe punishments than the Italian participants. Moreover, Turkish men attributed less responsibility to the assailant and proposed less severe punishments than Turkish women. Finally, there was an interaction of gender by culture by scenario: Turkish women attributed less responsibility to the victim in the case of alleged adultery, compared to their male counterparts. These results are discussed in terms of the complex interaction between gender roles and the individualist versus collectivist social organization of Italy and Turkey, and the profound social changes that both countries have undergone in recent decades.     

The impact of individualist and collectivist group norms on evaluations of dissenting group members

Two experiments were conducted to investigate the impact of individualist and collectivist norms on evaluations of dissenting group members. In the first experiment (N = 113), group norms prescribing individualism or collectivism were manipulated and participants were asked to evaluate a group member who expressed an attitude dissenting from or concordant with the group. In line with predictions, group members with concordant attitudes were evaluated more positively than group members with dissenting attitudes when norms prescribed collectivism. However, for high identifiers, we found an attenuation of the preference for concordant over dissenting attitudes when norms prescribed individualism. These findings were replicated in a second experiment (N = 87), where dissent was operationalized in a way that did not reveal the content of the attitude. The discussion focused on the importance of individualist norms for broadening latitudes of acceptable group member behavior.     

Cultural influences on terror management: Independent and interdependent self-esteem as anxiety buffers

Terror management theory (TMT) proposes that self-esteem serves as a defense against the fear of death. Previous research has suggested that independent self-esteem is more salient in individualist cultures, whereas interdependent self-esteem is more salient in collectivist cultures. Thus, we hypothesized that in collectivist cultures, independent self-esteem would play a lesser role and interdependent self-esteem a greater role in terror management, compared to individualist cultures. The results support this prediction. In Study 1, personal self-esteem was negatively associated with death anxiety in samples from a Western (Austria) and Eastern (China) culture. However, both self-liking and self-competence were negatively associated with death anxiety among Austrian participants, but only self-liking (and not self-competence) was so among Chinese participants. Surprisingly, collective self-esteem was not significantly correlated with death anxiety. Yet, Study 2 showed that among Chinese participants, relational self-esteem was negatively associated with death anxiety. Study 3 examined the roles of relational versus personal self-esteem in moderating the effects of mortality salience on worldview defense. Among Chinese participants, relational rather than personal self-esteem increased the defense of worldviews centered on collectivist-Chinese values following mortality salience (Study 3a). In contrast, among Austrian participants, personal rather than relational self-esteem attenuated the effect of mortality salience on the defense of individualist-Austrian worldviews (Study 3b). Self-esteem serves a terror management function in both collectivist and individualist cultures; however, the differences between cultural worldviews determine the type of self-esteem that is more relevant to terror management processes.