Individualism–Collectivism Scale

What it measures

Measures four dimensions of individualism-collectivism by distinguishing horizontal (equal status) from vertical (hierarchical) orientations. Extends Hofstede's binary I-C dimension. Consumers high in collectivism are more responsive to group-appeal advertising, social proof, and family-oriented brand communications; individualists prefer uniqueness and personal benefit appeals.

Representative items

• I'd rather depend on myself than others. (H-Individualism)
• It is important that I do my job better than others. (V-Individualism)
• The well-being of my co-workers is important to me. (H-Collectivism)
• Parents and children must stay together as much as possible. (V-Collectivism)
• Competition is the law of nature. (V-Individualism)

Citation

Triandis, H.C., & Gelfand, M.J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74(1), 118–128.