Wednesday, 30 May 2012

Individualism and Collectivism

Individualism Vs. Collectivism: A Study on Students. 

G.Suryanarayana Reddy and P.Govinda Reddy
Management Matters, Vol.1, Issue 2, March-August 2004
A questionnaire was prepared by using seven constructs for measuring individualism and eight constructs for measuring collectivism from Oyserman et al. 2002.  Each item was given seven responses with response one indicating “not at all characteristic of me” and response seven indicating “completely characteristic of me”.  The questionnaire was administered to 100 M.B.A. students of Madras University, Chennai, India in the year 2003.
The factor analysis had given rise to six rotated factors: Group orientation, achievement orientation, in-group harmony, collectivist conscientiousness, distinctiveness of private and public spaces and autonomy.  Three represent individualistic characteristics and the other three represent collectivist orientations.  As they are orthogonal, any one of these orientations can be developed independent of others.  One type of orientation among these six factors can not assist or hinder any other orientation. 
The present study points out that a sample from Chennai based M.B.A. students showing the characteristic of individualistic cultural domains.  This study also points out that each of these concepts consists of different orthogonal domains.  As traditional societies become more and more modern, individualism and collectivism will become too broad concepts to differentiate national cultures.  Narrower domains need to be developed to differentiate national cultures and even sub-cultures within a nation.  

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