Self-Construal Scale

What it measures

Measures the degree to which individuals define themselves as autonomous and separate from others (independent self-construal) versus as fundamentally connected to and defined by relationships with others (interdependent self-construal). Based on Markus & Kitayama's (1991) foundational cross-cultural psychology framework. Independent self-construal is more prevalent in Western/individualist cultures; interdependent self-construal is more prevalent in East Asian/collectivist cultures. In consumer research, self-construal predicts responses to individualist vs. collectivist advertising appeals, susceptibility to social influence, sensitivity to social risk in purchase decisions, brand choice in social contexts, and word-of-mouth behaviour. Widely used to capture within-culture variation that country-level cultural values indices miss.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Independent Self-Construal — defining self as autonomous, separate from others (Likert 1–7, strongly disagree to strongly agree)

• I enjoy being unique and different from others in many ways.
• I can talk openly about myself with people I meet.
• My personal identity, independent of others, is very important to me.
• I prefer to be direct and forthright when discussing my ideas with people.
• I am comfortable being singled out for praise or rewards.
• I enjoy having a clear separation from others.
• Speaking up during a class or meeting is not a problem for me.
• I act the same way no matter who I am with.
• I feel comfortable using someone's first name shortly after I meet them even if they are older than me.
• I think it is important for me to act as an independent person.
• I should be judged on my own merit.
• Being able to take care of myself is a primary concern for me.

Interdependent Self-Construal — defining self through relationships and group membership (Likert 1–7)

• I have respect for the authority figures with whom I interact.
• It is important for me to maintain harmony within my group.
• My happiness depends on the happiness of those around me.
• I would offer my seat to my professor if he/she were standing on a bus.
• I respect people who are modest about themselves.
• I try to do what is best for everyone in my group.
• Even when I strongly disagree with group members, I avoid an argument.
• I try to be aware of other people's feelings and act in consideration of them.
• I often have the feeling that my relationships with others are more important than my own accomplishments.
• I will stay in a group if they need me, even when I'm not happy with the group.
• I try to follow the norms and customs of my society.
• I try to avoid disagreements with my group members.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two subscale scores. The two dimensions are largely independent — high independent and high interdependent scores are possible (bicultural individuals). Self-construal can be temporarily primed using exposure to independent or interdependent pronouns (I/me vs. we/us), making it useful in experimental designs. Widely used as an individual-level alternative to Hofstede's country-level individualism-collectivism scores.

Recommended companion scales

Citation

Singelis, T.M. (1994). The measurement of independent and interdependent self-construals. Personality and Social Psychology Bulletin, 20(5), 580–591.

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