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.     

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.     

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.     

Does culture influence what and how we think? Effects of priming individualism and collectivism

Do differences in individualism and collectivism influence values, self-concept content, relational assumptions, and cognitive style? On the one hand, the cross-national literature provides an impressively consistent picture of the predicted systematic differences; on the other hand, the nature of the evidence is inconclusive. Cross-national evidence is insufficient to argue for a causal process, and comparative data cannot specify if effects are due to both individualism and collectivism, only individualism, only collectivism, or other factors (including other aspects of culture). To address these issues, the authors conducted a meta-analysis of the individualism and collectivism priming literature, with follow-up moderator analyses. Effect sizes were moderate for relationality and cognition, small for self-concept and values, robust across priming methods and dependent variables, and consistent in direction and size with cross-national effects. Results lend support to a situated model of culture in which cross-national differences are not static but dynamically consistent due to the chronic and moment-to-moment salience of individualism and collectivism. Examination of the unique effects of individualism and collectivism versus other cultural factors (e.g., honor, power) awaits the availability of research that primes these factors.     

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.     

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.     

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.     

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.     

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.     

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.     

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 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.     

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.     

Relation of Individualism–Collectivism and Ethnic Identity to Spiritual Transcendence Among European Americans,Asian Indian Americans,and Chinese Americans

The hypothesis that spirituality is influenced by individualism–collectivism and ethnic identity is investigated among European Americans (EAs), Asian Indian Americans (AIAs), and Chinese Americans (CAs) who completed measures of individualism–collectivism, ethnic identity, personality, and spiritual transcendence (ST). Data analyses indicated that EAs scored higher than both AIAs and CAs on the ST. Separate regression analyses on ST with demographics and personality as covariates and individualism–collectivism and ethnic identity as independent variables indicated that collectivism significantly predicted ST for EAs and AIAs, and resolution of ethnic identity significantly predicted ST for Chinese Americans.     

Power,Empowerment, and Equality: Evidence for the Motives of Feminists,Nonfeminists, and Antifeminists

Both feminists and antifeminists claim they do not seek to dominate others, and accuse their ideological opponents of an insidious desire for power. The purpose of this study was to examine the motives of feminists, nonfeminists, and antifeminists by assessing their values in a context in which they would not feel that their motives regarding feminism were being scrutinized. Participants were 126 mostly European-American students. Antifeminist men placed more emphasis on their own power than did other men; but antifeminist, nonfeminist, and feminist women did not differ in emphasis placed on power. Among both men and women, antifeminists placed little importance on equality. Feminist women placed more importance on equality than did nonfeminist women, who in turn placed more importance on equality than did antifeminist women.     

‘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.     

Forgiveness and Interpersonal Relationships: A Nepalese Investigation

ABSTRACT

The present study examined the practice of forgiveness in Nepal. A model relating collectivism and forgiveness was examined. Participants (N = 221) completed measures of collectivism, individualism, forgiveness, conciliatory behavior, and motivations for avoidance and revenge toward the offender. Collectivism was positively related to forgiveness. Forgiveness was strongly related to conciliatory behavior and motivations for avoidance and revenge toward the offender. Decisional forgiveness was a stronger predictor of motivations for revenge than was emotional forgiveness.     

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.     

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.     

Individualism,collectivism, and Chinese adolescents' aggression: intracultural variations

This study examined the relations between cultural values (i.e., individualism and collectivism) and aggression among 460 (234 girls) Chinese adolescents. Conflict level and social status insecurity were examined as potential explaining mechanisms for these relations. The results showed that adolescents' endorsement of collectivism was negatively related to their use of overt and relational aggression as reported by teachers and peers, whereas positive associations were found between the endorsement of individualism and adolescent aggression. Adolescents' conflict level and social status insecurity accounted for a significant part of these associations. Findings of this study demonstrate the importance of examining intracultural variations of cultural values in relation to adolescent aggression as well as the process variables in explaining the relations. Aggr. Behav. 36:187–194, 2010. © 2010 Wiley‐Liss, Inc.