The Values and Lifestyles of Idiocentrics and Allocentrics in an Individualist Culture: A Descriptive Approach

A considerable degree of research in cross‐cultural consumer psychology has focused on the effects of individualism–collectivism on consumer preference for advertising appeals. Recently, psychologists have demonstrated a growing interest in the individual‐level manifestations of individualism–collectivism. Idiocentrism refers to person‐level individualism, whereas allocentrism refers to person‐level collectivism. Drawing on individualism–collectivism theory, in this article we look at the lifestyle of idiocentrics and allocentrics. Our findings suggest a convergence between the etic‐ and emic‐level approaches, thus strengthening individualism–collectivism theory. The emic‐level findings of this study also suggest additional questions to be explored at the etic level. Finally, we make suggestions for applications in consumer communication.     

The Influence of Culture on Consumer Impulsive Buying Behavior

Impulse buying generates over $4 billion in annual sales volume in the United States. With the growth of e‐commerce and television shopping channels, consumers have easy access to impulse purchasing opportunities, but little is known about this sudden, compelling, hedonically complex purchasing behavior in non‐Western cultures. Yet cultural factors moderate many aspects of consumer's impulsive buying behavior, including self‐identity, normative influences, the suppression of emotion, and the postponement of instant gratification. From a multi‐country survey of consumers in Australia, United States, Hong Kong, Singapore, and Malaysia, our analyses show that both regional level factors (individualism–collectivism) and individual cultural difference factors (independent –interdependent self‐concept) systematically influence impulsive purchasing behavior.     

Money Attitudes,Personality and Chronic Impulse Buying

This paper reports on a study of the relationship between demographic, personality, and attitudinal variables and impulsive buying (a consumer's tendency to buy spontaneously, unreflectively, and immediately); using secondary analysis of data from common participants in two large national surveys of British adults: one survey contributing data on impulsive buying, demographics, and money attitudes; and the second, a Big Five personality trait measure. In particular, we focus on the attitudes characterized by the extent to which individuals associate money with security, freedom, power, and love. Younger females and those with higher household income were more likely to engage in impulsive buying. Correlational and regression analysis showed that those high on Neuroticism and Extraversion and those low on Conscientiousness were more likely to be impulse buyers. All four money attitudes were related to impulsive buying (Money as Security most strongly). A hierarchical regression indicated that demographic variables accounted for 3 percent, personality a further 9 percent, and money attitudes a further 13 percent of the variance, showing that these three sets of variables accounted for around a quarter of the variance. Implications are considered for educational and therapeutic interventions in reducing maladaptive impulsive buying.     

The interplay between values,acculturation and adaptation: A study on Turkish‐Belgian adolescents

Although there is a bulk of evidence for the relations between values, acculturation, and adaptation, the interrelations between these key concepts of the acculturation literature have not yet been investigated simultaneously. The present study proposes a model connecting value orientations (separatedness and conformity) to adaptation outcomes (sociocultural and psychological). Furthermore, this link was hypothesized to be strengthened by an indirect relationship where acculturation strategies (culture maintenance and culture adoption) would relate certain values to certain aspects of adaptation. The model was tested on 287 Turkish‐Belgian adolescents with an average age of 16.27 years (SD = 1.86 years). SEM analysis confirmed the hypothesized indirect links underlining the crucial role of acculturation strategies as mediators in the adaptation process. Separatedness predicted sociocultural adaptation via culture adoption whereas conformity impacted psychological adaptation via culture maintenance. In addition, separatedness predicted poorer psychological adaptation. Results were discussed with reference to inverse benefits and costs of individualism and collectivism.     

Individualism and Collectivism

Psychologists have long portrayed the mind “as a machine or computer that is the same in all times and places, while only the raw materials processed by the machinery or the data in the computer vary” (Fiske, Kitayama, Markus, & Nisbett, 1998, p. 918). This state of affairs changed dramatically over the last decade and a rapidly growing body of experimental research documents profound cultural differences in basic psychological processes. To date, much of this work has addressed the influence of individualism or collectivism, often framed in terms of independent vs. interdependent self‐construals (Markus & Kitayama, 1991; for a comprehensive review, see Oyserman, Coon, & Kemmelmeier, 2002). Other dimensions of culture, which figured prominently in Hofstede's (1980) groundbreaking analysis, received less attention. In this issue's Research Dialogue, Shavitt, Lalwani, Zhang, and Torelli (2006) draw attention to one of these dimensions, namely the distinction between horizontal and vertical cultural orientations, which value equality or emphasize hierarchy, respectively. They review the importance of this distinction for understanding personal values, advertising and consumer persuasion, self‐presentational patterns, and gender differences, noting that the influence of horizontal/vertical orientations is often obscured by their conflation with differences in individualism and collectivism. Commentaries by Aaker (2006), Meyers‐Levy (2006), and Oyserman (2006) elaborate on their analysis and suggest additional avenues for future research. In combination, this set of papers makes a compelling case for extending the analysis of cultural differences in cognition, emotion, motivation, and behavior beyond the individualism/collectivism distinction that has captured the lion's share of recent attention.     

‘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.     

Dimensions of Acculturation and Work Hope in International Students

Work hope is an emerging and important factor in the career development process of international students. In this study, the authors focused on the work hope of international students and examined its relation to dimensions of acculturation (i.e., dominant society immersion, ethnic identity, ethnic society immersion, individualism, and collectivism). A total of 340 international students completed an online survey. Results of a correlation analysis revealed associations in the expected directions. Multivariate regression analysis revealed that horizontal collectivism, horizontal individualism, and vertical collectivism had a significant and unique contribution in explaining work hope. Implications and recommendations for future research are discussed.     

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.     

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.     

The relationship between relational models and individualism and collectivism: evidence from culturally diverse work groups

Relational models theory (Fiske, 1991 ) proposes that all thinking about social relationships is based on four elementary mental models: communal sharing, authority ranking, equality matching, and market pricing. Triandis and his colleagues (e.g., Triandis, Kurowski, & Gelfand, 1994 ) have suggested a relationship between the constructs of horizontal and vertical individualism and collectivism and Fiske's relational models. However, no previous research has examined this proposed relationship empirically. The objective of the current study was to test the association between the two frameworks in order to further our understanding of why members of culturally diverse groups may prefer different relational models in interactions with other group members. Findings from this study support a relationship between Triandis' constructs and Fiske's four relational models and uphold Fiske's ( 1991 ) claim that the use of the relational models is culturally dependent. As hypothesized, horizontal collectivism was associated with a preference for equality matching and communal sharing, vertical individualism was related to a preference for authority ranking, and vertical collectivism was related to a preference for authority ranking and communal sharing. However, contrary to expectations, horizontal individualism was not related to a preference for equality matching and market pricing, and vertical individualism was not associated with market pricing. By showing that there is a relationship between Triandis' and Fiske's frameworks, this study closes a gap in relational models theory, namely how culture relates to people's preferences for relational models. Thus, the findings from this study will enable future researchers to explain and predict what relational models are likely to be used in a certain cultural context.     

中国留学生的文化认同、社会取向与主观幸福感

采用问卷,调查了在澳大利亚的144名中国留学生的文化认同、社会取向及主观幸福感。结果显示,随着文化融入的进程,中国留学生对澳大利亚主流文化认同增强,对中国文化认同减弱;文化融入进程对个体取向没有显著影响,但通过主族和客族文化认同间接地减弱集体取向;中国留学生的文化认同和社会取向均可直接影响其幸福感;文化融入进程可直接影响中国留学生的幸福感,并可通过文化认同和社会取向对其幸福感产生间接的影响。     

Purchasing Patterns of Migrant Groups: The Impact of Acculturation on Ethnocentric Behaviors

This study investigated the social psychology of Malaysian migrants and their ethnocentric purchase behavior as they assimilate into the local culture. A theoretical framework consisting of acculturation, consumer ethnocentrism, time, and demographics was assembled; and an exploratory study was undertaken involving 255 samples of Malaysian consumers residing in the UK. The findings suggest that levels of consumer ethnocentrism are inversely related to their length of residence in the host country. Hence, respondents who reside longest exhibit less ethnocentric behavior. Contrary to our prediction, no significant relationship exists between assimilation and consumer ethnocentrism. Of significance, however, highly assimilated individuals are likely to be young male and single persons, with low assimilation most likely found in middle‐aged to older married females.     

Individualism-Collectivism as a Boundary Condition for Effectiveness of Minority Influence in Decision Making

Results of this experiment demonstrate that individualists and collectivists react differently to minority influence. Based on the distinction between objectivity and preference norms in the minority influence literature, we hypothesize that individualism and collectivism influence (A) responses to minority influence (focusing on the target of influence) and (B) effectiveness of minority influence (focusing on the influence agent). Our results replicate past research and demonstrate improved decision quality for individuals exposed to a minority perspective. Moreover, minority influence targets with high horizontal individualism and low horizontal collectivism made higher quality decisions. Influence targets with high vertical collectivism demonstrated higher quality decisions when the influence agent held a high status position in the group. Results also demonstrate that influence agents with high vertical individualism experienced less role stress than those with low vertical individualism. Finally, influence agents with low role stress were more effective in influencing the decision making of others. We discuss our findings in terms of boundary conditions to the minority influence process.     

The impact of individualistic and collectivistic orientation on the judgment of self‐presentation

The aims of this paper are two‐fold: (i) to examine the impact of audience individualism and collectivism orientation on the judgment of strategic self‐presentations and (ii) to test whether audience individualism and collectivism orientation would affect the importance of likeability and competence in determining social outcomes. In two studies, participants evaluated modest and boastful presentations in an achievement context. It was found that the more collectivistic the audience was, the more likely the modest presenter was to be rated as likable, competent, and deserving of a desirable social outcome. In contrast, the more individualistic the audience was, the more likely the boastful presenter was to be rated as likeable, competent, and deserving of a desirable social outcome. The importance of likeability and competence in predicting the final social outcome was moderated by audience individualism and collectivism orientation. Likeability was more important in deciding the social outcome for those who were more collectivistic than for those who were less so (Study 1). Competence was more important in determining the social outcome for those who were more individualistic (Study 2). These studies build a potential theoretical bridge between social influence and social perception/social judgment literature. Copyright © 2012 John Wiley & Sons, Ltd.     

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.     

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。     

Reflections on the Meaning and Structure of the Horizontal/Vertical Distinction

The commentaries by Aaker (2006), Meyers‐Levy (2006), and Oyserman (2006) extend the implications of the horizontal/vertical distinction described in our article (Shavitt, Lalwani, Zhang, & Torelli, 2006) in a number of interesting directions. We join these authors in calling for further research on horizontal and vertical individualism and collectivism constructs. We also highlight conceptual and structural issues that remain to be resolved and evaluate priming and other operational approaches to the study of horizontal and vertical individualism and collectivism.     

Horizontal and vertical dimensions of individualism-collectivism: a comparison of African Americans and European Americans

The current study examined ethnic differences in horizontal and vertical dimensions of individualism and collectivism among 96 African American and 149 European American college students. Participants completed the 32-item Singelis et al. (1995) Individualism/Collectivism Scale. Multivariate analyses of variance results yielded a main effect for ethnicity, with African Americans being significantly higher on horizontal individualism and European Americans being higher on horizontal collectivism and vertical individualism. A moderated multiple regression analysis indicated that ethnicity significantly moderated the relationship between individualism and collectivism. Individualism and collectivism were significantly and positively associated among African Americans, but not associated among European Americans. In addition, collectivism was related to grade point average for African Americans but not for European Americans. Contrary to the prevailing view of individualism-collectivism being unipolar, orthogonal dimensions, results provide support for individualism-collectivism to be considered as unipolar, related dimensions for African Americans.     

Cultural Values in Intergroup and Single-Group Social Dilemmas

Do cultural values influence the manner in which people cooperate with one another? This study assessed cultural characteristics of individuals and then related these characteristics to cooperative behavior in social dilemmas. Participants were assessed for their degree of vertical and horizontal individualism and collectivism, cultural values identified by Triandis (1995). They made choices in either a single-group or an intergroup social dilemma. The single-group dilemma entailed a three-person dilemma; the intergroup dilemma was identical but added subgroup competition, i.e., an opposing three-person group. The results indicated an interaction between cultural characteristics and type of dilemma for cooperation. The single-group versus intergroup effect reported by Bornstein and Ben-Yossef (1994) was replicated, but only for vertical individualists. The vertical individualists were least cooperative in the single-group dilemma but were more cooperative in the intergroup dilemma-where cooperation with the group maximized personal outcomes. The vertical collectivists were most cooperative in the single-group dilemma but were less cooperative in the intergroup dilemma- where group defection resulted in maximum group outcomes. The horizontal individualists and collectivists exhibited an intermediate level of cooperation, with no differences in cooperation between the single-group and intergroup dilemmas. Taken together, the results suggest that the relationship between cultural values and cooperation, in particular with reference to vertical and horizontal components of individualism and collectivism, is more complex than has been suggested in past research. Copyright 1999 Academic Press.     

Using individualism and collectivism to compare cultures--a critique of the validity and measurement of the constructs: comment on Oyserman et al. (2002)

Analyzing national and ethnic differences in individualism and collectivism, D. Oyserman, H. M. Coon, and M. Kemmelmeier (2002) showed that small differences in scales or samples produce markedly divergent results, challenging the validity of these constructs. The author examines the following limitations of research on individualism and collectivism: It treats nations as cultures and culture as a continuous quantitative variable; conflates all kinds of social relations and distinct types of autonomy; ignores contextual specificity in norms and values; measures culture as the personal preferences and behavior reports of individuals; rarely establishes the external validity of the measures used; assumes cultural invariance in the meaning of self-reports and anchoring and interpretation of scales; and reduces culture to explicit, abstract verbal knowledge.