Individualism-collectivism as Descriptive Norms Development of a Subjective Norm Approach to Culture Measurement

The development and validation of a new instrument for measuring the descriptive norms related to individualism-collectivism (IC) is presented. IC is conceptualized as a group-specific unidimensional cultural construct with four defining attributes (Triandis, 1995). Three studies are reported showing the dimensionality and validities at individual and cultural levels across samples from 11 cultures. The new instrument has good statistical properties with identical structures at the individual and cultural level, good reliabilities at the individual level, adequate agreement within cultures, and demonstrates first signs of convergent and discriminant validity. Correlations at the cultural level also indicate that the measure has the potential to add to research by integrating previously untapped attributes of IC. Finally, normative IC explains variance in self-reported behavior over and above self-referenced IC. Implications and opportunities for norm-oriented research and scale refinem