Individualism Collectivism Research Articles

Individualism, collectivism and reward crowdfunding contribution intention and behavior

• An extended TPB framework is validated in high and low individualism cultures. • Attitudes have similar effects on intentions in both cultures. • Effects of subjective norms on intentions are stronger in collectivistic cultures. • Behavior control is more strongly observed in individualistic cultures. • Info-sharing intentions more strongly associated with behavior in collectivistic cultures. The study examines the role of the individualism-collectivism (IDV) cultural dimension in reward crowdfunding contribution intentionality and behavior. An extended Theory of Planned Behavior framework is used for comparative analysis using survey data collected from users of national platforms from opposing cultures along the IDV dimension – China and Finland. Main findings suggest that: attitudes are positively associated with information sharing and financial contribution intentions in both cultures; collectivism enhances the effects of subjective norms on both intentions; behavior control is more strongly observed in individualistic cultures; and information sharing intentions are more strongly associated with contribution behavior in collectivistic cultures.

The link between individualism-collectivism and life satisfaction among emerging adults from four countries.

The current investigation tested life satisfaction (LS), a cognitive component of subjective well-being, among emerging adults, in the context of individualism (I) and collectivism (C), by distinguishing both cultural and individual levels of analysis, considering their horizontal (H) and vertical (V) dimensions, and controlling age and gender effects. Emerging adults (N=1760 university students, aged 18-25, Mage =19.46, SDag =1.50) located across four countries, namely China, Italy, Russia, and the USA, known to differ in the individualism index value (IDV), completed measures on the Horizontal and Vertical Individualism and Collectivism and Life Satisfaction. At the cultural level, an ANCOVA showed a significant country effects on LS. The post hoc comparisons indicated that the higher the country IDV score, the higher the average LS score, in the following order: Americans, Italians, Russians, and Chinese. At the individual level, LS was unrelated to HI and VI. Instead, it was associated with HC and VC. The positive link between LS and VC suggested an important role of family connectedness on LS across different cultures during emerging adulthood. However, contrary to previous studies, LS was unrelated to HI and VI.

State Versus Professional: A Case Study of How Chinese New Media Construct Elite Female Athletes

In this case study, the authors examined media representations of two Chinese female athletes—state athlete Ding Ning and professional athlete Li Na—in China, a nation undergoing social transformation and a sport-reform initiative. Analyzing stories from two Chinese web portals (i.e., Sina and Tencent), the authors analyzed how (a) gender, (b) nationalism, and (c) the individualism–collectivism continuum entered into media representations of these two female athletes. Notable differences emerged in all three conceptual areas. A fourth theme, which the authors have identified as the commercialized athlete, also emerged. Possible explanations and implications are discussed.

Revisiting face concerns in dealing with culture shock: Analyzing foreign tourists’ experiences in India

India showcases a wide variety of tourism options which includes Historical Tourism, Pilgrimage Tourism, Adventure Tourism, Medical Tourism, Ayurveda Tourism, and many more. Currently, many researchers have used facework in a wide variety of disciplines including the Tourism Industry in India. However, research work that emerges on Social Networking Sites (SNS) is limited mainly to the examination of foreign tourists’ narrative accounts of experiencing culture shock in a country. Also, while comments visible on social networking sites (such as Twitter and Facebook) have been examined multiple times, yet none on Quora.com have been explicated in tourism studies. This paper addresses this gap by examining the narrative accounts of 84 foreign tourists, specifically, how they dealt with culture shock experienced by them, extracted from Quora.com between 20182019 using thematic analysis with Ting-Toomey's Face Negotiation Theory as a backdrop. Findings showed that the cultural dimension of Individualism-Collectivism (I-C) did not appear to have a direct bearing on approaches to handle culture shock in India and had no effect on the Indian tourism industry. The study concludes that international tourism in India does not suffer on account of communication or cultural factors, but on account of systemic and administrative failures. The study is beneficial for improvements in the tourism industry of India and other countries where culture shock has been identified as a hurdle to growth.

Regimes of collective logic

PurposeThe study aims to reveal regularities of collective decision in groups of varying cooperativity and to investigate the influence of individualism–collectivism cultural dimension on the emergence of collective behavioral entities.Design/methodology/approachAn agent-based model of group behavior is used to simulate the logic of collective binary decisions defined by reaching a consensus threshold. The key parameter of the model is the cooperativity of interaction between individuals which locates the group in individualism–collectivism cultural dimension. The probabilities of collective decisions are measured as a function of individual preferences and the strength of cooperation between agents.FindingsStrong, weak and middle point cooperativities of inter-individual interaction define three distinct regimes of collective decision logic, namely, individualism, conformism and criticality. The critical organization allows the group to generate coherent non-predetermined collective behavior in statistical agreement with individual preferences.Research limitations/implicationsEmergent collective behavior with coherent and nondeterministic decision-making can be modeled in an agent-based approach with local interaction between individuals tuned to a critical point. Variation of a single cooperativity parameter accounts for a continuous transition between organizations of the group inherent to inert matter and living systems.Social implicationsA new organization of social systems distinguished by internally relaxed relations and large-scale freedom is found beyond the traditional individualism–collectivism contraposition. This state is reached by tuning behavioral logic of individuals to a critical balance of individual and collective values.Originality/valueIndividualist, conformist and critical regimes of collective organization distinct in terms of integrity, complexity and determinism are recognized as universal organizational classes of nature spanning both inert and living systems. In particular, individualist and conformist regimes produce simple deterministic behavior typical for gases and solid bodies, whereas the critical organization generates complex nondeterministic behavior inherent to living organisms.

Demystifying Horizontal/Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study

To understand green consumption in cross-cultural context, this study examines the influence of horizontal individualism (HI-Finnish) and vertical collectivism (VC-Pakistani) cultural values on consumers’ attitude toward green products and purchase intentions. Besides, the mediating role of environmental responsibility is examined for the relationship between these cultural values and consumers’ attitude toward green products. Partial Least Square structural equation modeling (PLS-SEM) analysis are performed to measure the significance of the hypothesized model and to assess differences between these two countries. This study empirically validates that these cultural variations can determine green consumption by consumers in each country. The results show an insignificant influence of horizontal individualism and vertical collectivism cultural values on consumers’ attitude toward green products, but a positive influence on environmental responsibility. The impact of environmental responsibility on consumers’ attitude toward green products and of their attitude toward green products on purchase intention was also positive. Environmental responsibility plays the role of a full mediator between cultural values and consumers’ attitude toward green products. The findings of this study may help practitioners in the development of culturally appropriate green marketing and advertising strategies.

A test of Hofstede's model of culture following his own approach

PurposeRecent studies exposed serious issues with Hofstede's popular model of culture, especially his uncertainty avoidance (UA) and masculinity-femininity (MAS–FEM) dimensions. However those studies did not focus on work-related issues as in Hofstede’s research.Design/methodology/approachWe followed Hofstede’s approach to his dimensions more closely than anyone before in a large cross-cultural study. We used data from the nationally representative International Social Survey Program (over 50,000 respondents from 47 countries), measuring work goals and work-related stress in a way similar to Hofstede's.FindingsUA and MAS–FEM, as measured and described by Hofstede, did not replicate. They lack internal consistency and the items that target them are not associated with Hofstede's UA and MAS–FEM indices. Instead, some of those items follow a very different and sound logic, invalidating Hofstede's UA and MAS–FEM theories. Our study provides additional evidence that UA and MAS–FEM are misleading artifacts of Hofstede's IBM database, with no analogues outside IBM. An improved, recently reported version of individualism-collectivism (IDV-COLL) replicated nearly perfectly, solidifying the validity of that dimension of national culture. A revised version of long-term orientation, called flexibility–monumentalism (FLX–MON) also replicated well.Research limitations/implicationsWe discuss lessons for the cross-cultural field, including cross-cultural management, as well as policy-making by national governments, to be drawn from the controversial story of Hofstede's model. We advise a stronger focus on empirical confirmation and replication rather than excessive faith in fascinating, yet unproven theory.Practical implicationsTo avoid further confusion, we advise researchers, consultants and managers to reconsider the use of Hofstede's UA and MAS–FEM and focus on the valid dimensions in the revised Minkov-Hofstede model.Social implicationsA number of national governments recently launched large-scale studies of their national cultures, based on Hofstede's model. The goal of those studies was to involve culture in the design of social and economic development policies. Studies of this kind should be founded on empirically sound models or else they can result in the formulation of flawed policies.Originality/valueThis is the first study of large samples from many nations showing that even when Hofstede's method is followed closely by focusing on work-related issues, UA and MAS–FEM do not emerge from the data, and this is not because of data deficiencies but because the logic of UA and MAS–FEM is demonstrably flawed. Our study also demonstrates new methods for the replication of IDV-COLL and FLX–MON, though without claiming that they are superior to existing ones.

Κοινωνικές αξίες, φιλοκοινωνική συμπεριφορά και προσανατολισμός προς τον ατομικισμό και τη συλλογικότητα στην Ελλάδα

The present study aimed a. to examine social value priorities, individualism - collectivism orientation and prosocial behavioral tendencies in Greece and, b. to investigate the theoretical conceptualization regarding possible relationships between social value priorities, individualism - collectivism orientation and prosocial behavioral tendencies. Males and females (N = 541) aged 18 to 65 from various places of Greece completed the Social Values Survey (Schwartz, 1992), the Auckland Individualism Collectivism Scale (Shulruf et al., 2011), the Prosocial Tendencies Measure (Carlo & Randall, 2002) as well as a form of socio-demographic information. Social Values types of Self-Direction, Benevolence, Security and Hedonism were found to be considered as the most guiding principles in participants’ lives. Individualism - Collectivism orientation was found to coexist in the answers of the participants although a significant tendency towards Individualism was detected in certain cases. The overall tendency towards performing prosocial behavior was found to be moderate to high, yet the exceeding Atruism type did not conform with the Anonymous type leading to the assumption that prosocial behavior is not clearly spontaneous among the participants, especially since the Compliant and Emotional types were also highly assessed. Results, furthermore provided us with some evidence regarding the association of certain Social Value types to prosocial behavioral tendencies. Specifically, an increase in the prioritization of Benevolence, Universalism, Self-direction and Security was found to be negatively related to the Public type of prosocial behavior. Theoretically remarkable is that an increase in the prioritization of Conformity, Benevolence and Security was found to be positively related to Compliant type of prosocial behavior.

Do national cultures matter in the containment of COVID-19?

PurposeThis paper empirically investigates how cultural variations in individualism and tightness affected the containment of COVID-19 using data from 54 nations during a 30-day period of government intervention.Design/methodology/approachThe authors utilized the hierarchical regression approach to check the effects of three cultural variables – the individualism measure, taken from Hofstede’s six-dimension national culture index, and the measure of cultural tightness, based on the three tightness–looseness indexes calculated by Irem Uz (2015) and their interaction – on the changes in the prevalence rate (ΔPR) and crude mortality rate (ΔCMR) and case fatality rate (CFR) while controlling for the stringency of government responses to COVID-19, median age and population density.FindingsSignificant relationships were found between cultural variables and national performance in slowing the spread of the coronavirus, measured by ΔPR, ΔCMR and CFR. After controlling for the stringency of government responses, median age and population density, the authors found that cultural tightness and individualism as well as their interactions remain to be pivotal. Loose and individualistic cultures led to faster increases in PR and CMR and higher CFR. A four-quadrant conceptual framework is developed to categorize and discuss the national differences.Originality/valueThe paper integrated two constructs – cultural tightness–looseness and individualism–collectivism – to form a theoretical lens to guide the authors’ analyses while using the real-time COVID-19 data as a natural experiment for theorizing and testing. This study’s findings have significant policy implications in government responses, strategic planning, cultural adaptability and policy implementations for the world’s continuous battle against the pandemic.

Cultural variations in whether, why, how, and at what cost people are proactive: A followership perspective

The objective of this conceptual article is to illustrate how differences in societal culture may affect employees’ proactive work behaviors (PWBs) and to develop a research agenda to guide future research on cross-cultural differences in PWBs. We propose that the societal cultural dimensions of power distance, individualism–collectivism, future orientation, and uncertainty avoidance shape individuals’ implicit followership theories (IFTs). We discuss how these cross-cultural differences in individuals’ IFTs relate to differences in the mean-level of PWB individuals show ( whether), in the motivational states driving individuals’ PWBs ( why), in the way individuals’ enact PWBs ( how), and in the evaluation of PWBs by others ( at what cost). We recommend how future research can extend this theorizing and unpack the proposed cross-cultural differences in PWBs, for example, by exploring how culture and other contextual variables interact to affect PWBs.

Let the culture speak: how gender is socially/culturally constructed by Western individualism and Eastern collectivism

Cheong, Huey Fen. 2020. “A problematised critical approach: Constructions of metrosexualities in the UK and Malaysia.” PhD diss., Lancaster University. My PhD thesis (Cheong 2020) aims to create an...

Motivated numeracy and active reasoning in a Western European sample

AbstractRecent work by Kahan et al. (2017) on the psychology of motivated numeracy in the context of intracultural disagreement suggests that people are less likely to employ their capabilities when the evidence runs contrary to their political ideology. This research has so far been carried out primarily in the USA regarding the liberal–conservative divide over gun control regulation. In this paper, we present the results of a modified replication that included an active reasoning intervention with Western European participants regarding both the hierarchy–egalitarianism and individualism–collectivism divides over immigration policy (n = 746; considerably less than the preregistration sample size). We reproduce the motivated numeracy effect, though we do not find evidence of increased polarization of high-numeracy participants.

Why Is Student Deviance Lower in Japan Than in the United States?: Influences of Individual, Parental, Peer, Social, and Environmental Factors

Drawing on the cultural collectivism–individualism literature, we predict that Japanese students, compared to Americans, tend to commit fewer deviant acts because they are less inclined toward individualistic value orientations, risk seeking, negative emotionality, and subjective stress; because they are exposed to greater parental discipline and have stronger parental attachment; because they have weaker peer attachment and associate with peers who react less favorably to deviance; because they have stronger bonds to conventional society and greater social support from significant others; and because they are exposed to fewer deviance opportunities. Analyses of comparable data from college students in Japan ( N = 469) and the United States ( N = 594) provided mixed support for our predictions. As expected, Japanese students committed fewer deviant acts during their high school days. Furthermore, consistent with expectations, Japanese students had lower scores on all four individual factors, the two peer factors, and the environmental factor of deviance opportunities. After controlling for these seven factors, the effect of Japan versus the United States decreased by one third. The decrease was not greater at least partly because, in Japan, compared to the United States, risk seeking had significantly less influence on student deviance, and subjective stress had significantly more influence on student deviance.

Cultural orientation, power, belief in conspiracy theories, and intentions to reduce the spread of COVID-19.

The current study investigated cultural and psychological factors associated with intentions to reduce the spread of COVID‐19. Participants (n = 704) completed measures of individualism–collectivism, belief in conspiracy theories about COVID‐19, feelings of powerlessness, and intentions to engage in behaviours that reduce the spread of COVID‐19. Results revealed that vertical individualism negatively predicted intentions to engage in social distancing, directly and indirectly through both belief in COVID‐19 conspiracy theories and feelings of powerlessness. Vertical collectivism positively predicted social distancing intentions directly. Horizontal collectivism positively predicted social distancing intentions indirectly through feelings of powerlessness. Finally, horizontal collectivism positively predicted hygiene‐related intentions both directly and indirectly through lower feelings of powerlessness. These findings suggest that promoting collectivism may be a way to increase engagement with efforts to reduce the spread of COVID‐19. They also highlight the importance of examining the interplay between culture and both personal feelings (powerlessness) and information consumption (conspiracy theories) during times of crisis.

Legitimizing actions in dependence-asymmetry relationships: A comparison between Chinese and Western firms

To overcome the negative outcomes of dependence, disadvantaged parties in exchange relationships characterized by dependence asymmetry seek effective strategies to rebalance their dependence. Obtaining legitimacy in the eyes of the advantaged party through legitimizing actions is a novel way to influence the advantaged party's exchange and conflict management approaches toward the disadvantaged party. However, a disadvantaged party's preference between external and internal legitimizing actions varies across cultures because culture influence the character if the relationship management preference. Drawing on the individualism–collectivism framework, we argue that facing dependence asymmetry, a Chinese firm is more likely to seek legitimacy through external legitimizing actions than a Western firm. In contrast, a Western firm is more likely to seek legitimacy through internal legitimizing actions than a Chinese firm when facing dependence asymmetry. We also predict a positive relationship between legitimizing actions, both external and internal, and the disadvantaged party's performance. We test these hypotheses by collecting dyadic survey data of exchange partners in Chinese-owned and Western-owned firms. The results support most of our predictions. Theoretical and managerial implications for partners in dependence-asymmetric relationships are discussed based on these findings.

The effect of social exclusion on persuasiveness of feelings versus reasons in advertisements: the moderating role of culture

Previous research has suggested that social exclusion could strengthen consumers’ reliance on feelings versus reasons to evaluate a product. This research concentrates on the moderating effect of culture on consumers’ responses to social exclusion. Results show that under individualism (collectivism) culture, social exclusion leads to a greater choice preference for advertisement with superior feelings- (reasons-) based product attributes, compared with social inclusion. Moreover, we find that the interplay between culture and social exclusion is discrepant under two types of social exclusion (i.e., being socially ignored—feeling invisible, and being socially rejected—feeling isolated). This research provides a new cultural perspective on the impact of social exclusion on advertisement persuasion and offers actionable implications for managers to strategically design advertisements to enhance the persuasiveness.

A Conceptual Framework for the Acceptance of E-Commerce Technologies among Organizations in Developing Countries

The presented study examines e-commerce technologies a new conceptual framework of the unified theory of acceptance and use of technology among small and medium enterprises (SMEs) in developing countries.Aim. The study aims to identify factors for the implementation and acceptance of e-commerce among small and medium enterprises (SMEs) in developing countries.Tasks. The authors utilize tools of G. Hofstede’s cultural dimensions theory to describe the emotional attitude of an individual to the use of technology.Methods. This study examines various aspects of the method of the unified theory of acceptance and use of technology (UTAUT), which is implemented in many studies of behavioral intentions of individuals in the adoption of new technologies.Results. For the first time, a conceptual (predictive) model based on four moderating variables is proposed. The variables include such cultural dimension parameters as power distance index (PDI), individualism/collectivism (IDV), uncertainty avoidance (UAI), and long-term/short-term orientation (LTO). These moderators boost the effect of the basic constructs on the behavioral propensity for the use and application of technologies.Conclusions. Based on the considered conceptual framework, the authors propose a number of recommendations for the development of tools that would ensure the required level of employee engagement in the acceptance and use of e-commerce technologies among small and medium enterprises (SMEs) in developing countries. Another promising direction involves using the tools of G. Hofstede’s cultural dimensions theory to examine the specific aspects of the acceptance and use of information technology among organizations belonging to different national business cultures.

The expanded view of individualism and collectivism: One, two, or four dimensions?

Recent research to analyze and discuss cultural differences has employed a combination of five major dimensions of individualism–collectivism, power distance, uncertainty avoidance, femininity–masculinity (gender role differentiation), and long-term orientation. Among these dimensions, individualism–collectivism has received the most attention. Chronologically, this cultural attribute has been regarded as one, then two, and more recently, four dimensions of horizontal and vertical individualism and collectivism. However, research on this issue has not been conclusive and some have argued against this expansion. The current study attempts to explain and clarify this discussion by using a shortened version of the scale developed by Singelis et al. ((1995) Horizontal and vertical dimensions of individualism and collectivism: a theoretical and measurement refinement. Cross-Cultural Research 29(3): 240–275). Our analysis of aggregate data from 802 respondents from nine countries supports the expanded view. Data aggregation was based on the Mindscape Theory that proposes inter- and intracultural heterogeneity. This finding is reassuring to scholars who have been using the shortened version of the instrument because confirmatory factor analysis indicated its validity. The findings of the present study provides clarification of some apparent ambiguity in recent research in specifying some cultures such as India, Israel, and Spain as individualists or collectivists. By separating the four constructs, more nuanced classification is possible. Also, such a distinction enables us to entertain such concepts as the Mindscape Theory that proposes a unique intracultural and transcultural heterogeneity that do not stereotype the whole culture as either individualist or collectivist.

Do Stringent Bankruptcy Laws Always Deter Entrepreneurial Activities? A Study of Cultural Influences

Stringent bankruptcy laws are generally understood to increase the costs of failure and thus not conducive for entrepreneurship. In this paper, theory is developed and tested exploring the moderating influences of the dimensions of culture—individualism—collectivism, masculinity–femininity, uncertainty avoidance, and power distance. Results of this study, from conditional fixed effects Poisson regressions, support that stringent bankruptcy laws are positively associated with the levels of entrepreneurial activity in certain cultural contexts.

Entrepreneurial aspirations: economic development, inequalities and cultural values

PurposeThis study aims at shedding light on entrepreneurial aspirations on both developed and developing economies, in terms of contextual and individual values. Among the former, economic development and inequalities are sought after, while among the latter national culture is the variable under study.Design/methodology/approachThe data used are extracted from the Global Entrepreneurship Monitor for a panel of countries, where the entrepreneurial aspirations of individuals of each country are measured through the Total early-stage Entrepreneurial Activity (TEA). The influence of cultural values as defined by Hofstede (individualism-collectivism (IDV), masculinity–femininity (MAS) and uncertainty avoidance (UAI)), moderated by the development level of the country and the existing inequalities are analyzed through artificial neural network (ANN) and multilayer perceptron (MLP) techniques.FindingsResults show that in the post-crisis era, entrepreneurial aspirations are negatively linked to individualism in developing countries. In developed countries, however, entrepreneurship is not linked to individualism but to inequalities.Originality/valueEntrepreneurial aspirations have not been thoroughly studied in the post-crisis era. We prove that entrepreneurial orientations have changed, together with the world, in the last decade. Cultural differences between countries tend to moderate, especially among developed ones, which speak of homogenization of national cultures. In this regard, inequalities are the determining factor. Contrarily, in developing countries, the differences in individualism are noticeable when it comes to analyzing entrepreneurial aspirations.