Normative predictions of collectivist‐individualist intentions and behaviour of Indians

Abstract

Five hundred and thirty‐four college students, drawn from five distantly located cities in India that varied in affluence and infrastructural facilities, participated in a study designed to understand their normative predictions about people's responses to 20 situations. The responses consisted of five combinations: collectivist behaviour with collectivist intention (CC), individualist behaviour with individualist intention (II), collectivist behaviour with individualist intention to behave subsequently in an individualist way or to serve individualist intention (CI), individualist behaviour with collectivist intention to behave subsequently in a collectivist way or to serve a collectivist purpose (IC), and a mix of collectivist and individualist intention and behaviour (C&I). The findings indicated that the situations involving family members were reported to induce collectivism in behaviour as well as intentions. However, compelling personal needs were believed to lead to serve individualist interests, but by adopting collectivist behaviour. Further, collectives, compared to individuals, were reported to behave in collectivist way. Even when collectives behaved in individualist fashion, the ultimate aim was conjectured to serve a collectivist purpose. Females, like males, were perceived to meet compelling individual needs by resorting to collectivist behaviour. In less compelling matters that are less salient to their gender role, females were reported to remain collectivist in their behaviour as well as intentions. More affluent places with better infrastructure are believed to manifest either a mix of collectivist and individualist behaviour and intentions or a response pattern that enables individualist interests to be served through collectivist behaviour. A clear individualist pattern of behaviour and intention was rarely predicted to occur. The changing socioeconomic scenario has probably induced a shift towards cultivating individualist intentions that are still realized through collectivist behaviour. With the rate of change accelerating further, individualism is likely to get stronger, particularly in more affluent areas with better infrastructure. However, the combinations of collectivist and individualist behaviour and intentions are likely to remain complex.