Measurement of Individualism-Collectivism

Abstract

Collectivism was defined as a set of feelings, beliefs, behavioral intentions, and behaviors related to solidarity and concern for others. A paper-and-pencil instrument was developed to measure this target-specific, multifaceted construct. Six studies were carried out to examine aspects of validity of this Individualism-Collectivism (INDCOL) Scale. In Study 1, 48 social scientists role-played either an individualist or a collectivist when responding to the Scale. The score profiles followed the predicted pattern. In Study 2, INDCOL subscale scores and the General Collectivism Index (GCI) were demonstrated to be positively related to social interest among both Chinese and American students. In Study 3, collectivism and social desirability were positively related among Chinese, but not American respondents. The difference between the two correlation coefficients was statistically significant. Study 4 demonstrated the invididualist-collectivist difference in the psychological link between perceived obligation and behavioral intention. In Studies 5 and 6, the sharing of responsibility was examined. Collectivists were found to hold relatively favorable attitudes toward sharing other's burdens and troubles. The uniqueness of the scale and findings from other studies using the scale were discussed.