Training to recognize individual differences in collectivism and individualism within culture

This article describes a self-administered questionnaire that allows individuals to determine their own tendencies toward individualism and collectivism. This approach enables trainers to (a) introduce novices to the constructs, (b) clarify that demographic factors and individual experiences, over and above cultural background, shift a person's position on these cultural syndromes, and (c) provide training on how to place individuals more accurately in the context of the individualism and collectivism constructs. We also report the convergent validity of the new measures, and indicate which of the constituent elements of each measure are most central to the convergence with other measures of individualism and collectivism. (C) 1998 Elsevier Science Ltd. All lights reserved.