Human values and social identities: A study in two collectivist cultures

Abstract

The current study examines the value correlates of social identities (identification with in‐groups and geospatial units) in two collectivist cultures (Brazil, n = 471; Spain, n = 476). According to previous research, it was expected that subjects who score higher on social values would be more identified with the various traditional in‐groups and with the local geospatial units and that social identities would be predicted by different values among Brazilians and Spaniards. Subjects were undergraduate students (228 males; 719 females), with age ranging from 16 to 55 years (M = 21.9; SD = 4.57), from three states in Brazil (Paraíba, Distrito Federal, and São Paulo) and Spain (Pontevedra, Madrid, and Barcelona). They were administered the Individualism‐CollectivismQuestionnaire, the Basic Value Survey, the In‐group Identification Scale, the Geospatial Identification Scale, and a questionnaire with demographic questions (e.g., gender, age, religious affiliation). Results confirm that importance attributed to social values is correlated with traditional in‐group and local geospatial identification, and that values predicting social identities are different across cultures, especially in the case of values related to geospatial identification. Specifically, among the set of social human values, belonging and tradition were most important to explain social identities. Subjects that assigned more importance to privacy were less identified with traditional ingroups, independently of their national culture. Geospatial identification was based on the values religiosity and belonging for Brazilians, and tradition, social order, honesty, and power for Spaniards. In general, these findings corroborate previous ones, suggesting the existence of a common set of values to explain social identity, based on principally normative values (social order and tradition). Moreover, they indicate the specificity and complexity of the geospatial identification in Spain, where the values of honesty and power contribute to explaining it. In this country, it is possible that the determinants of geospatial identification surpass the social orientation endorsed by people.