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.

Representative items

• I enjoy being unique and different from others in many ways. (Independent)
• I am comfortable being singled out for praise or awards. (Independent)
• I often have the feeling that my relationships with others are more important than my own accomplishments. (Interdependent)
• My happiness depends on the happiness of those around me. (Interdependent)
• I will sacrifice my self-interest for the benefit of the group I am in. (Interdependent)

Citation

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