Development of a New Measurement Tool for Individualism and Collectivism

Abstract

A new measurement tool for individualism and collectivism has been developed to address critical methodological issues in this field of social psychology. This new measure, the Auckland Individualism and Collectivism Scale (AICS), defines three dimensions of individualism: (a) responsibility (acknowledging one's responsibility for one's actions), (b) uniqueness (distinction of the self from the other), and (c) competitiveness (striving for personal goals is one's prime interest). The scale also defines two dimensions of collectivism: (a) advice (seeking advice from people close to one, before taking decisions) and (b) harmony (seeking to avoid conflict). The AICS avoids the need for measuring horizontal and vertical dimensions of collectivism and individualism and the confounding effect of familialism on the collectivism—individualism constructs.