Discussion Responses Required - 10 to 12 Hours at the Maximum
Running head: Individualism vs. Collectivism 1
Individualism vs. Collectivism 2
Individualism vs. Collectivism 5
Individualism vs. Collectivism
Liberty University
BUSI 604-B14
1. Key Term and Why you Are Interested in It (100 word minimum)
I am interested in studying the key term individualism and collectivism because I believe that understanding these concepts will provide insight to better understanding individuals. I also believe it would provide insight to understanding different cultures and their approach when conducting international business.
Two countries that I believe are the epitome of each term is the United States and china. China has a collectivist society which believes that individual interest is subordinate to the betterment of the group (Satterlee, 2014, p. 89). On the other hand, the United States believes individuality which is essentially individualism. In a individualist society such as the United States, individual agendas are at the forefront of each individual citizen as opposed to a belief system similar to that of china.
2. Explanation of the Key Term (100 words minimum)
Individualism can be defined as self-preservation, control and the desire to fulfill personal interest. On the contrary, collectivism is defined as placing personal interest as secondary to the interest of the in-group community (Satterlee, 2014, p. 89). Different cultures means there is a [possibility to have different values and different belief systems. Regardless of whether a collectivistic or individualistic society, either preference has its benefits and its limitations.
For example, an individualistic society promotes self-confidence, achievement and personal responsibility (Satterler, 2014, p. 89). Inside of a collectivistic society the citizens benefit from anonymity which help the individuals within the in-group crowd avoid personal responsibility for outcomes. However, each cultural classification contains its limitations such as the inevitable interpersonal conflicts as a result of egotism. In a collectivistic culture, timeliness in the decision-making process is a major limitation because typically the entire group has to agree when making a decision which prolongs the decision-making (Satterlee, 2014, p. 90).
3. Major Article Summary (300 words minimum)
Independence and interdependence are investigated in the present article essentially to determine the correlation between the two variables aforementioned and the perception of the public (Torelli, 2012). The two variables interdependence and independence are representatives for the terms individualism and collectivism. The researchers’ methodology when conducting the experiment was to predispose the participants to either an interdependent or independent mindset by having them read stories with either an interdependence theme or an independent theme (Torelli, 2012).
The participants then were asked to provide feedback on a product; however, the feedback would be presented in two possible ways. First, the participants could be asked to present their feedback in a group discussion format, or the participants could be asked to present their feedback in an anonymous format (Torelli, 2012). The first feedback format of an open discussion was intended to identify if the participants that were primed with interdependence would conform that is to present their feedback in a socially desirable manner. On the other hand, the participants predisposed to the independent story should respond truthfully regardless of if the participant had to present their feedback in an open discussion, or if their feedback would remain anonymous (2012).
The study concluded that if participants were predisposed to an independent theme then the participants would provide feedback independently of popular belief. The participants primed for independence responded truthfully based on their personal feelings about the product when providing their feedback (Torelli, 2012). On the other hand, the interdependent counterparts presented their feedback in a more socially desirable manner especially when the participants were told that they would have to present their feedback in an open discussion forum (2012).
Findings from the present study were identified from participants with both an individualistic and collectivistic cultural perspective. Under the conditions presented in the study, researchers concluded that predisposing participants to either independent or interdependent themes that in itself could override the participant’s self-concepts (Torelli, 2012).
4. Discussion
a. The cited work relates to the above explanation because the present study used the participants self-concept after predisposing them to either an independent theme or an interdependent theme which represents the key terms individualism and collectivism. Individualism is defined as a “self-orientation with an emphasis on self-sufficiency and control, and the pursuit of individual goals (Satterlee, 2014, p. 89).” Some of the benefits of individualism are a stronger sense of responsibility for outcomes which is correlated to the findings from the present study. The participants that were predisposed to the self-concept of independence did not conform to public opinion, but instead held onto their beliefs about the product regardless if they were verbalizing their opinions within a group discussion or not.
If the participants that were primed with independence provided negative feedback on the product within the experiment, they did not alter their feedback. The participants did not alter their responses possibly because they held a stronger sense of responsibility for the outcome of their feedback.
b. In a study conducted by Maier and associates (2012), the researchers believed that mood has an impact on consumer behavior. The participants in the study with a collectivistic perspective saw themselves as dynamic which helped them adapt to their environment. Adaptability to the environment is correlated to participants and their view of their ability to alter their mood (Maier et al, 2012).
Nadeem Firoz (2016), studied consumer behavior in china, and the practical applications it has for international marketing. China has a collectivistic culture and is being evaluated from a collectivistic perspective in contrast to an individualist society such as the United States. The article finds that the western part of the world is largely individualist considering only their self interest when purchasing.
The research on consumer’s response to culturally based advertisement provided detailed insight on the differences between individualism and collectivism. The researcher wanted to identify if advertisements were effective when used in culturally congruent appeals vs. culturally incongruent appeals (Kim & Lee, 2008). The results however, showed that participants with both and individualistic and collectivistic ideologies displayed favorable responses to the collectivistic ads (Kim & Lee, 2008).
Negotiation can be defined as an interpersonal decision making process between two or more parties that cannot achieve their desired objective single-handedly (Volkema et al., 2016). Volkema (2016), wanted to identify if a correlation existed between culture and the negotiation process. The findings from his research indicated that during the negotiation process individuals with an individualist perspective were more likely to initiate negotiation as opposed to their counterparts (2016). Individuals with individualistic perspective were more likely to initiate negotiation which is correlated to the cited work because individualist feels a greater sense of responsibility for their performance outcomes, or in this particular case the outcome of a negotiation.
5. References