The measurement of the etic aspects of individualism and collectivism across cultures

The dimension of individualism‐collectivism, as identified by Hofstede (1980), was studied using items developed both theoretically and emically in nine diverse cultures. The dimension was found to be analysable into four stable etic factors: Individualism had two aspects (Separation from Ingroups and Self‐Reliance with Hedonism) and collectivism had two aspects (Family Integrity and Interdependence with Sociability). These four factors are orthogonal to each other. The location of nine cultures on these four factors was used to compute a “collectivism” score which correlated r = + · 73 with Hofstede's (1980) collectivism scores for the nine cultures. This approach enables the measurement of individualism‐collectivism in each culture as well as across cultures, and shows that different methods for measuring individualism‐collectivism converge.