TY - JOUR
T1 - A reduced version of the horizontal and vertical individualism and collectivism scale
T2 - A four-country assessment
AU - Sivadas, Eugene
AU - Bruvold, Norman T.
AU - Nelson, Michelle R.
PY - 2008/3
Y1 - 2008/3
N2 - Individualism/Collectivism is the most widely used cultural dimension in the marketing literature; yet researchers suggest that distinctions within cultures, such as the horizontal and vertical dimensions of Individualism and Collectivism (Singelis et al., 1995; Shavitt et al., 2006), may provide better insights into consumption behavior and responses to marketing stimuli. However, the 32-item attitudinal scale typically used to measure H/V dimensions has been plagued by measurement problems limiting its use and applicability in cross-cultural marketing and consumer research. This paper presents data from six samples in four countries (China, Denmark, India, the U.S.) conducted to test a parsimonious and psychometrically stable 14-item scale measuring the horizontal/vertical and individualist/collectivist dimensions of culture. Theoretical and methodological support for the new scale is offered. The 14-item reduced scale adequately taps into the domain of the construct.
AB - Individualism/Collectivism is the most widely used cultural dimension in the marketing literature; yet researchers suggest that distinctions within cultures, such as the horizontal and vertical dimensions of Individualism and Collectivism (Singelis et al., 1995; Shavitt et al., 2006), may provide better insights into consumption behavior and responses to marketing stimuli. However, the 32-item attitudinal scale typically used to measure H/V dimensions has been plagued by measurement problems limiting its use and applicability in cross-cultural marketing and consumer research. This paper presents data from six samples in four countries (China, Denmark, India, the U.S.) conducted to test a parsimonious and psychometrically stable 14-item scale measuring the horizontal/vertical and individualist/collectivist dimensions of culture. Theoretical and methodological support for the new scale is offered. The 14-item reduced scale adequately taps into the domain of the construct.
UR - http://www.scopus.com/inward/record.url?scp=38649084477&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=38649084477&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2007.06.016
DO - 10.1016/j.jbusres.2007.06.016
M3 - Article
AN - SCOPUS:38649084477
SN - 0148-2963
VL - 61
SP - 201
EP - 210
JO - Journal of Business Research
JF - Journal of Business Research
IS - 3
ER -