Complementary Scaling For Cross-National Analyses Of National Character

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This paper discusses different methods of measuring and comparing national character cross-nationally, considered respectively in terms of a multifaceted phenomenon and a specific aspect such as the quality of life. Using data collected in seven nations, we first applied the GHT model with VA representations to both a global and a specific pool of quality of life items, making use of the concept of “superculture” as a basis of comparison among countries. We then undertook principal components analysis for another global pool of items and the quality of life items, comparing the structure of different attitudes and the substantive level of quality of life among countries. The substantive results of the different methods of analyses concurred in some respects and differed in others. Importantly, the paper underscored the complementarity of different methods as equally fruitful ways to understanding national character in a cross-national context.