The Hierarchical Nature of Individualism-Collectivism: Comments on Matsumoto et al. (1996)

Abstract

Matsumoto, Kudoh and Takeuchi's (1996) article is challenged in this commentary by pointing to the discrepancy between theoretical assumptions of the dynamic nature of culture, and measurement of individualism-collectivism in terms J of traditional psychometric scales. Data from an Estonian study of a similar kind are provided to add to the complex picture of statements about individualism and collectivism in different countries. The counter-intuitive finding of Matsumoto et al. about collectivism in the United States requires further analysis, which may take the form of considering the hierarchy of the concepts of 'collectivism' and 'individualism' as providing for heterogeneous profiles of individuals' relations with their complex social worlds. If psychometric techniques were to be utilized to study this heterogeneity, they would need to provide at least profiles of individualism and collectivism in different content domains (e.g. family, peers, society), and the actual meanings studied via psychometric scales should be clarified.