Not all collectivist countries are the same.
Latin American nations are collectivist, as defined by Hofstede and others, but the people think and behave independently, the team concludes.
Salvador, Kitayama and colleagues had more than 1,000 respondents in Chile, Colombia, Mexico, Japan and the United States reflect on various social scenarios, instead of asking explicit questions like Vignoles’ team. For instance, respondents were asked to imagine winning a prize. They then picked what emotions — such as shame, guilt, anger, friendliness or closeness to others — they would express with family and friends.
Because Latin America’s high ethnic and linguistic diversity made communication with words difficult, people learned how to communicate in other ways, Kitayama says. “Emotion became a very important means of social communication.”More research is needed to reconcile those findings. But how should that research proceed? Though a shift to a broader framework has begun, research in cultural psychology still hinges on the East-West binary, researchers from both teams say.
The primacy of the East and West means that psychological differences between those two regions dominate research and discussions. But both teams are expanding the scope of their research despite those challenges., might have morphed as it spread around the globe, in a theory paper also presented at the San Francisco conference .
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