1. Intimate Social and Cultural Environment
Defining the Self
Self
Intimate Social and Cultural Environment
Individualistic
Collectivistic
Concrete
Close/Touch
Non-Verbal Skills
Real Events
Shame
Face
Abstract
Distant
Verbal Skills
Principles
Guilt
Self Respect

2. Proverbs of Individualism and Collectivism
The nail that sticks out get hammered down
A single banana does not grow bigger than the stalk
The tallest tree will catch the wind first
The bird that stands out will be shot first
The chicken is never ashamed of its coop
The cotton thread says that it is only as a team that you carry a stone
Live and let live
To each his own
Look out for number one
Be true to yourself
The customer is always right
The squeaky wheel gets the grease
If you want something done right, do it yourself
God helps those who help themselves

3. Basis of self-esteem or self-satisfaction
Features
Collectivism
Individualism
Connected with social context
Definition
Structure
Important Features
Tasks
Basis of self-esteem or self-satisfaction
Separate from social context
Flexible, variable
Bounded, unitary, stable
External, public (statuses, roles, relationships)
Internal, private (abilities, thoughts, feelings)
Belong, fit-in
Occupy one’s proper place
Engage in appropriate action
Promote other’s goals
Be indirect
Be unique
Express self
Realize internal attributes
Promote own goals
Be direct
Ability to adjust, restrain self, maintain harmony with social context
Ability to express self, validate internal attributes

4. Involvement vs Independence
Individualism
Collectivism

5. Sample Hofstede Rankings
Low Score: 6
Average Score: 43
High Score: 91
Great Britain
Guatemala
Ecuador
Panama
Venezuela
Colombia
Costa Rica
Salvador
United States
Chile
Mexico
Uruguay
Brazil
Argentina
Canada
Australia 6 10 20 30 40 50 60 70 80 91
Collectivistic
Individualistic

6. Antecedents of Individualism/Collectivism
Unit of survival is the food ingroup
Cultural complexity (indexed by number of distinct occupations, levels of political organization, and population density)
Agricultural orientation
Hunting/food gathering
Large extended families
Nuclear families
Lower social classes
Relative affluence;
Middle and upper social classes
Non-migratory
Migratory, urban

7. Consequents of Individualism/Collectivism
Socialization for obedience and duty
Socialization for self-reliance and independence
Sacrifice for the ingroup
Sacrifice for self or main identity group
Cognitive focus on common elements with ingroup members
Focus on individuating elements with other group members
Behavior: Intimate, face-saving, reflects hierarchy, social support and interdependence
Loneliness