Individualism versus Collectivism
The degree to which individuals are integrated into groups will determine whether the cultural group is considered individualist or collectivist (Itim International, 2009). Collectivists place great importance on the in-group while individualists value the self. Therefore, collectivists stress group goals while sacrificing their personal objectives, value relationships to a high degree, and look after one another in exchange for loyalty. In contrast, individualists perceive themselves as independent from a group, emphasize personal goals over in-group objectives, and primarily focus on self-concepts and self-reliance (McCann, Honeycutt, & Keaton, 2010).
Cross-cultural studies discovered American participants preferred individualist values while Indian and Thai participants reported higher levels of