Individual and culture-level components of survey response styles: A multi-level analysis using cultural models of selfhood

Investigated individual and cultural correlates of survey response styles using a multilevel analysis approach to cultural models of self-construal. Data collected by V. L. Vignoles et al. (in press) for 7,122 survey respondents from 55 different cultures across 33 nations were reanalyzed. 35 self-construal items reflecting both Likert-type response scales and S. H. Schwartz's (2007) portrait-comparison response scales were used. Using Vignoles' seven dimensions of self-other relatedness, the results revealed both individual- and culture-level variations across response formats. Likert-scale response formats elicited the greatest acquiescence among individuals who view themselves as similar to others, and who live in cultures that emphasize social harmony and social receptiveness. In contrast, portrait-comparison response formats elicited the greatest acquiescence in individuals who viewed themselves as self-reliant but socially connected, and who live in cultures that espouse self-reliance and self-consistency. Extreme responding varied less across response formats, and was most common among individuals who view themselves as self-reliant. Implications for the valid cross-cultural comparison of empirical data are discussed. (ZPID).