A reduced version of the horizontal and vertical individualism and collectivism scale: A four-country assessment

Eugene Sivadas, Norman T. Bruvold, Michelle R. Nelson

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)201-210
Number of pages10
JournalJournal of Business Research
Volume61
Issue number3
DOIs
StatePublished - Mar 2008

ASJC Scopus subject areas

  • Marketing

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