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Individualism-collectivism as Descriptive Norms

Development of a Subjective Norm Approach to Culture Measurement

Victoria University of Wellington

Maria Cristina Ferreira

Salgado de Oliveira University

Eveline Assmar

Salgado de Oliveira University

Paul Redford

University of the West of England

Charles Harb

American University of Beirut

Sharon Glazer

San Jose State University

Bor-Shiuan Cheng

National Taiwan University

Ding-Yu Jiang

National Chung Cheng University

Corbin C. Wong

Hofstra University

Neelam Kumar

National Institute of Science, Technology and Development Studies

Joscha Kärtner

University of Osnabrück

Jan Hofer

University of Osnabrück

Mustapha Achoui

King Fahd University of Petroleum and Minerals

The development and validation of a new instrument for measuring the descriptive norms related to individualism-collectivism (IC) is presented. IC is conceptualized as a group- specific unidimensional cultural construct with four defining attributes (Triandis, 1995). Three studies are reported showing the dimensionality and validities at individual and cultural levels across samples from 11 cultures. The new instrument has good statistical properties with iden- tical structures at the individual and cultural level, good reliabilities at the individual level, adequate agreement within cultures, and demonstrates first signs of convergent and discriminant validity. Correlations at the cultural level also indicate that the measure has the potential to add to research by integrating previously untapped attributes of IC. Finally, normative IC explains variance in self-reported behavior over and above self-referenced IC. Implications and opportunities for norm-oriented research and scale refinement are discussed.

Key Words: individualism-collectivism • values • attitudes • norms • cross-cultural research

Journal of Cross-Cultural Psychology, Vol. 40, No. 2, 187-213 (2009)
DOI: 10.1177/0022022109332738


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