Horizontal and Vertical Individualism–Collectivism Scale

What it measures

The HVIC scale extends the standard individualism–collectivism distinction by recognising that both orientations can be equality-based (horizontal) or hierarchy-based (vertical). This produces four meaningfully distinct cultural value orientations relevant to consumer behaviour. HI predicts preference for uniqueness and independence without competitive striving. VI predicts competitive consumption and status-seeking. HC predicts communal sharing and in-group harmony. VC predicts deference to family authority in purchasing and sacrifice for in-group welfare. Multiple versions exist — the Singelis et al. (1995) 32-item version, the Triandis and Gelfand (1998) 16-item version, and the Sivadas et al. (2008) 14-item reduced version are all in use.

Representative items

• I often do 'my own thing.' (HI)
• Competition is the law of nature. (VI)
• The well-being of my coworkers is important to me. (HC)
• If a coworker gets a prize, I would feel proud. (HC)
• I would sacrifice an activity that I enjoy very much if my family did not approve of it. (VC)

Citation

Singelis, T.M., Triandis, H.C., Bhawuk, D.P.S., & Gelfand, M.J. (1995). Horizontal and vertical dimensions of individualism and collectivism: A theoretical and measurement refinement. Cross-Cultural Research, 29(3), 240–275.