The importance of social context in cross-cultural comparisons: First graders in Colombia and the United States

The authors explored the cultural constructs of individualism and collectivism by investigating the prosocial behavior of 1st graders (N = 202; 110 girls, 92 boys) in countries typically classified as collectivist (Colombia, South America) and individualist (United States). Contrary to expectations, U.S. children shared more than Colombian children did. However, U.S. children were more likely to take candy from another child without permission (demonstrating individualism). Results indicated that in both countries sharing was greater with friends than with other fellow classmates, and children frequently reported friendship as the reason they shared. Findings support the importance of the social context, such as the relationship between participants, in cross-cultural research and suggest that simple dichotomies of culture often overlook complex associations between culture and behavioral differences.