What do the cultural products of individualistic cultures and collectivistic cultures convey?

Culture is one factor that can have an influence on how people think and behave. One factor that cross-cultural psychologists often study involves the differences and similarities between individualistic cultures and collectivist cultures.

Individualistic cultures are those that stress the needs of the individual over the needs of the group as a whole. In this type of culture, people are seen as independent and autonomous. Social behavior tends to be dictated by the attitudes and preferences of individuals. Cultures in North America and Western Europe tend to be individualistic.

Chances are you have probably heard the terms individualistic and collectivist cultures before, often in the context of noting behavior and attitude differences between the two types of societies. So what exactly makes individualistic cultures different from collectivist ones?

A few common characteristics of individualistic cultures include:

• Being dependent upon others is often considered shameful or embarrassing
• Independence is highly valued
• Individual rights take center stage
• People often place a greater emphasis on standing out and being unique
• People tend to be self-reliant
• The rights of individuals tend to take a higher precedence

In individualistic cultures, people are considered "good" if they are strong, self-reliant, assertive, and independent. This contrasts with collectivist cultures where characteristics like being self-sacrificing, dependable, generous, and helpful to others are of greater importance.

A few countries that are considered individualistic cultures include the United States, Germany, Ireland, South Africa, and Australia.

Individualist cultures are frequently compared and contrasted with more collectivist cultures. Where collectivism stresses the importance of the group and social cooperation, individualism prizes things such as:

• Autonomy
• Independence
• Self-sufficiency
• Uniqueness

Where people in collectivist cultures might be more likely to turn to family and friends for support during difficult times, those living in individualist cultures are more likely to go it alone.

Individualistic cultures stress that people should be able to solve problems or accomplish goals on their own without having to rely on assistance from others. People are often expected to "pull themselves up by their bootstraps" when they encounter setbacks.

This tendency to focus on personal identity and autonomy is a pervasive part of a culture that can have a profound influence on how a society functions. For example, workers in an individualist culture are more likely to value their own well-being over the good of the group.

Contrast this with a collectivist culture where people might sacrifice their own comfort for the greater good of everyone else. Such differences can influence nearly every aspect of behavior ranging from the career a person chooses, the products they buy, and the social issues that they care about.

Approaches to health care, for example, are influenced by these tendencies. Individualist cultures stress the importance of each person taking care of his or her self without depending on others for assistance. Those in collectivist cultures may instead stress sharing the burden of care with the group as a whole.

The effect that culture has on individual behavior is a major topic of interest in the field of cross-cultural psychology. Cross-cultural psychologists study how different cultural factors influence individual behavior. They often focus on things that are universal among different cultures of the world, as well as differences among societies.

One interesting phenomenon that cross-cultural psychologists have observed is how people from individualist cultures describe themselves compared to how those from collectivist cultures describe themselves.

People from individualist societies have self-concepts that are more focused on independence rather than interdependence. As a result, they tend to describe themselves in terms of their unique personal characteristics and traits.

A person from an individualistic culture might say "I am analytical, sarcastic, and athletic." This can be contrasted with self-descriptions from people living in collectivist societies, who would be more likely to say something like, "I am a good husband and loyal friend."

Just how much do these self-descriptions vary depending upon culture? Research conducted by Ma and Schoenemann found that while 60% of Kenyans (a collectivist culture) described themselves in terms of their roles within groups while 48% of Americans (an individualist culture) used personal characteristics to describe themselves.

Psychologists have become more aware of the powerful influence that culture can have on individual and group behavior. In order to understand just how strong these influences can be, it is essential to look at both the similarities and differences between collectivist and individualist cultures.

Verywell Mind uses only high-quality sources, including peer-reviewed studies, to support the facts within our articles. Read our editorial process to learn more about how we fact-check and keep our content accurate, reliable, and trustworthy.

1. Ma V, Schoeneman TJ. Individualism Versus Collectivism: A Comparison of Kenyan and American Self-Concepts. Basic Appl Soc Psych. 1997;19(2):261-273. doi:10.1207/s15324834basp1902_7

• Markus, H.R., & Kitayama, S. Culture and the Self: Implications for Cognition, Emotion, and Motivation. Psychological Review, 1991; 98(2): 224-253.

• Kim, H.S., & Markus, H.R. Deviance or Uniqueness, Harmony or Conformity? A Cultural Analysis. Journal of Personality and Social Psychology. 1999; 77: 785-800.

Collectivist cultures emphasize the needs and goals of the group as a whole over the needs and desires of each individual. In such cultures, relationships with other members of the group and the interconnectedness between people play a central role in each person's identity.

Collectivism contrasts with individualism, in which personal needs take precedence.

In collectivistic cultures, people are considered "good" if they are generous, helpful, dependable, and attentive to the needs of others. This contrasts with individualistic cultures, which often place a greater emphasis on characteristics such as assertiveness and independence.

Common traits of collectivist cultures include:

• Individuals define themselves in relation to others (for example, “I am a member of…”).
• Communication is often more indirect to avoid potential conflict or embarrassment.
• Group loyalty is encouraged.
• Decisions are based on what is best for the group.
• Compromise is favored when a decision needs to be made to achieve greater levels of peace.
• Working as a group and supporting others is essential.
• Greater emphasis is placed on common goals than on individual pursuits.
• The rights of families and communities come before those of the individual.

Asian countries—such as China, Japan, and South Korea—as well as countries in South America tend to be more collectivist.

Collectivist cultures are usually contrasted with individualistic cultures. Collectivism stresses the importance of the community, while individualism is focused on the rights and concerns of each person. Where unity and selflessness or altruism are valued traits in collectivist cultures, independence and personal identity are promoted in individualistic cultures.

These cultural differences are pervasive and can influence many aspects of how society functions. How people shop, dress, learn, and conduct business can all be influenced by whether they are from a collectivist or individualist culture.

For example, workers who live in a collectivist culture might strive to sacrifice their own happiness for the greater good of the group. Those from individualistic cultures, on the other hand, may feel that their own well-being and goals carry greater weight.

Collective cultures affect the people within them a few different ways.

Culture influences people's self-concept. While those in individualistic cultures might describe themselves in terms of personality traits and characteristics (e.g., "I am smart, funny, athletic, and kind"), those from collectivist cultures would more likely describe themselves in terms of their social relationships and roles (e.g., "I am a good parent, sibling, and friend").

Research shows that collectivist cultures are associated with low relational mobility, a term to describe how many opportunities individuals in a society have to form relationships with people of their choosing.

Low relational mobility means that the relationships people have are stable, strong, and long-lasting. These relationships are usually formed due to factors such as family and geographical area, rather than personal choice.

In a collectivist culture, it's harder to build relationships with new people, partly because it's generally more difficult to meet them. Strangers are more likely to remain strangers in a collectivistic culture than they would be in individualistic cultures.

Paradoxically, this means that people in individualistic cultures devote more effort and energy toward actively maintaining close relationships, often through increased self-disclosure and greater intimacy.

Unlike collectivist cultures where stable relationships are more expected, relationships in individualistic cultures tend to be more fraught and fragile. People must make a greater effort to maintain these relationships.

Maintaining harmony within interpersonal relationships is of utmost importance in a collectivistic culture. This is likely because these relationships are extremely difficult to change. Failing to keep the peace can mean long-term unhappiness for everyone involved.

Cultural differences also influence the motivation to either stand out or fit in with the rest of the group. For instance, one study found that, in a collectivist culture, people submitting an online review are less likely to go against the average rating or express emotions in their review.

Conformity also appears within certain industries. According to research published in the Journal of Economic Growth, descendants of pre-industrial agricultural groups tend to favor collectivist cultures, working in more routine occupations as opposed to driving innovation.

There are some potential drawbacks of collective cultures.

Research shows that collectivistic cultures may foster socially reticent and withdrawn behaviors. In one study, students from Asian cultures (collectivist) displayed higher levels of social anxiety than students from European cultures (individualist).

However, it may not be collectivist values alone that contributed to this. After analyzing the data, the researchers suggested that some of the increase in anxiety could be attributed to Asian American students having greater difficulty in being able to recognize and read emotion.

People in collectivist cultures tend to be more cautious about sharing their personal problems with their friends. Research shows that they are also cautious when sharing their knowledge within the workplace (even when working in teams), often only doing so if incentivized or if they are highly altruistic.

Instead, people often seek out what is known as implicit social support. This involves spending time with supportive people without actually opening up about or addressing the source of the stress.

Frequently Asked Questions

• Which of our laws are collectivist?

  Labor laws supporting affirmative action or equal opportunity are examples of collectivist laws because they are designed to protect the rights of entire groups. So too are laws regarding vaccinations, healthcare laws, and other forms of public policy.

• What do collectivist cultures value?

  Collective cultures value groups or communities over individuals. Thus, they value generosity over selfishness, harmony over conflict, and meeting the needs of others over meeting the needs of oneself.

• How can you determine if a country is individualist or collectivist?

  If the country's laws place more focus on protecting the rights of individuals versus groups, it is likely individualist vs. collectivist. Another way to tell the difference is to look at the level of conformity on issues such as fashion and buying preferences, as well as whether members of the community are driven to help others or if everyone must fend for themselves.

• How is individualism vs. collectivism measured?

  One way to measure individualism and collectivism is via the Culture Orientation Scale. This is a 16-point scale that measures the extent to which people see themselves as part of a group or as a fully autonomous being. It also measures their thoughts on whether they believe that each member of the group is equal or if inequality exists.