Cross-cultural training across the individualism-collectivism divide

Abstract

The concepts of individualism and collectivism are suggested as important topics for coverage in cross-cultural training programs. Individualism is characterized by the subordination of a group's goals to a person's own goals. Collectivism is characterized by individuals subordinating their personal goals to the goals of some collectives. The collective is often the extended family, although it can also be a work group (e.g., Japan). There are also individual differences within cultures. Allocentric individuals pay primary attention to the needs of their group and will sacrifice opportunities for personal gain to the good of the group, Further, they may actively enjoy such sacrifice since their sense of self is largely tied to a collective. Idiocentric individuals pay more attention to their own needs than to the needs of others. They will take advantage of opportunities for personal enrichment, such as a high paying job in a distant community, even though it means moving far away from their elderly parents. Conclusions about cultural differences can be summarized in the form of advice useful to individualists moving into a collective culture, and collectivists moving into an individualist culture. For instance, collectivists who interact extensively with individualists find that they have to learn to talk about personal accomplishments; to establish short-term relationships (a network); to pay more attention to contracts; to engage in fewer obvious superordinate and subordinate behaviors depending on others' status levels; and to communicate why certain collective behaviors must take place to maintain a sense of self worth. Individualists who interact extensively with collectivists find that they have to pay attention to people's group memberships to understand behaviors which take place; to develop long-term relationships based on trust; to criticize very carefully, only when necessary and never when a person may lose face in front of members of the collective; to understand illicit behavior which benefits the collective but puts outgroups at a disadvantage; and to be more sensitive to status hierarchies. Suggestions are given for integrating such advice into existing cross-cultural training models.