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Thesis (M.A. in counseling psychology)--Washington State University, May 2010. / Title from PDF title page (viewed on July 29, 2010). "Department of Educational Leadership and Counseling Psychology." Includes bibliographical references (p. 40-45).

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Care for old people is a particular concern in ageing societies. In Taiwan, traditional collective cultures encourage collective practice, including informal family care of elderly people. However, social change is modifying traditional values and behaviours, leading some commentators identify a western style of individualism on this change. This thesis explores how Taiwanese young adult grandchildren and their grandparents interpret ’collectivism’ and ‘individualism’ and think about or draw on these value systems in familial interactions. This was achieved through in-depth individual interviews with 20 pairs of college-aged grandchildren and their grandparents living in different locations and family households. The research questions mainly focus on three areas. Firstly, how perceptions of the role, and the attached expectations of being a grandchild construct contemporary grandchildren’s understandings of their orientations to their families. Secondly, how grandchildren interpret traditional and what they understand imported individualistic value systems and how these operate on personal and family lives. Lastly, how the two generations, grandparents and grandchildren, perceive transformation of Taiwanese society and family, particularly their views of the effects of domestic-demographics and wider structural changes on the grandparent-grandchild relationship over time. How grandchildren viewed collectivism and individualism and reported their behaviours towards the grandparent generation was both as expected in terms of the results of previous research and contained some unexpected outcomes. According to the interviewees, being more individualistic is responsible for causing distance between family members, whereas possessing more collective perspectives encourages more communal considerations for common benefit. However, grandchild informants acknowledged benefits of individualistic concepts and use them to rationalise intergenerational flows that do not follow tradition, arguing that personal considerations themselves are able to contribute more collective practices. Interestingly, the expressed views of the grandchild generation reverse commonly perceived negative impacts of individualistic concepts on collective interests. Critically, the youth in Taiwan still regards themselves as being primarily guided by collective-based doctrines, by indicating how traditional Chinese values are still prioritised. Meanwhile, the concepts of individualism are placed as complementary principles by the grandchildren, although they and their grandparents had identified some negative effects of individualistic-led tendencies in their society and families.

Exploring the Relationships Between Individualism and Collectivism and Attitudes Towards Counselling Among Ethnic Chinese, Australian, and American University Students Compensating for reduced public funding, Australian and American universities actively recruit full-fee paying East Asian international students. University staff, aware of international students having difficulties coping with cultural and emotional issues, often encourage them to seek university counselling services. However, East Asian international students under-utilise Western universities’ counselling services. It has been argued that the Western concept of counselling reflects Western cultural values, in particular individualism. Thus the reluctance of international students from more collectivistic cultures to seek counselling services may in part be due to a clash of cultural values. Over a decade ago, Draguns hypothesised the existence of a relationship between Hofstede’s cultural dimensions of individualism, power distance, uncertainty avoidance, and masculinity, and their influence on individuals’ attitudes towards psychopathology and treatment modalities. The current study sought to offer empirical support for Draguns’ hypothesis as it related to individualism and power distance, and to attitudes towards counselling. In place of Hofstede’s cultural dimensions, this study used the Triandis cultural concepts of vertical and horizontal individualism and collectivism. Using the Triandis Individualism Collectivism Scale (ICS) and the Tinsley Expectations about Counseling-Brief Form (EAC-B)questionnaire, the current study explores the relationship between levels of vertical and horizontal individualism and collectivism, and attitudes towards the roles of counsellors, the roles of clients, and the process and goals of counselling. The research is based on data collected from three cultural groups: ethnic Chinese international students attending Australian universities, and Australian and American university students enrolled in their home countries. This study is unusual in cross-cultural research owing to its use of the Rasch extended logistic model of modern item response theory (IRT) as a means of validating the data prior to standard statistical analysis. Whereas classical test theory emphasises the model fitting the data, the Rasch model of IRT requires that the data fit the model to be considered valid. Psychometric analysis of the ICS found its four scales separately fit the Rasch model quite well, as did three modified scales of the EAC-B. The IRT analysis also provided a means of identifying differential item functioning (DIF), that is, items functioning differently (demonstrating bias) among the three cultural groups. Using the EAC-B to collect pre and post-intervention data, the current study assessed the effectiveness of a videotape intervention as a means of changing within and between-group attitudes towards counselling. It was anticipated that ethnic Chinese participants, representing the group with the least familiarity with counselling, would show the greatest change in counselling attitudes as a result of the intervention. Americans were expected to show the least change, and Australian participants to be in the middle position. Based on the findings, the intervention did not significantly alter the participants’ attitudes towards counselling regardless of their cultural background. Overall, the intervention served to strengthen existing attitudes. Lastly as a means of gaining a deeper understanding of the quantitative findings, the study collected qualitative data from the participants and from university counsellors. These findings indicated that there was a general lack of knowledge about university counselling services even among those participants who were familiar with counselling as a concept. Participants, in general, expressed reservations about seeking counselling due to concerns of being seen by friends. This was particularly true for the Chinese. Chinese participants also expressed scepticism towards a non-Chinese counsellor’s ability to understand their problems. In reference to Draguns’ hypothesis, overall the findings from this study supported his model. The findings indicated that individuals endorsing collectivistic attitudes expressed a strong preference for counsellors who were direct, expert-like, and helped clients seek concrete solutions to their problems. The study also found that an individual’s expressions of cultural dimensions, such as vertical collectivism, were better predictors of counsellor preference than an individual’s cultural background. These findings have implications for university policy makers who are responsible for ensuring the existence of an infrastructure capable of meeting the needs of the international students they so actively recruit. This would include appropriate funding for an adequate and diverse counselling staff extending itself to the university community. There are also implications for counsellor education programs in recognising the link between cultural variables and client expectations.

Thesis (M.A.)--University of Delaware, 2005. / Principal faculty advisor: Lawrence H. Cohen, Dept. of Psychology. Includes bibliographical references.

A great deal of research has been conducted in the last three decades to find the determinants of technology usage and adoption. Numerous models have been developed in the United States and other developed countries to enhance the understanding of this issue. However, two main questions remain as to what extent these models and conclusions based on their past usage can be applied to other countries, particularly less developed nations, and to what degree social influence affects consumers' decisions across cultures. Recently, Kulviwat et al. (2007) proposed a new model - Consumer Acceptance of Technology (CAT) - that was shown to significantly improve the prediction of intentions to adopt high-tech products compared to the immensely popular Technology Acceptance Model (TAM; Davis 1989) by integrating cognitive and affective factors. This study extends the CAT model by adding social constructs in order to account for the effects from others rather than from one's own thoughts and feelings. Because of the addition of social influences, this modified model was named CATS. The objectives of this dissertation were threefold. The first objective was to investigate the impact of social influence on adoption of technological innovations by including three social constructs: social influence, susceptibility to normative influence, and susceptibility to informational influence. The second objective was to examine cognitive, affective, and social influence in three countries (The United States, State of Kuwait, and Kingdom of Saudi Arabia) in order to determine if their relative roles in predicting attitudes and intentions are stable or if they vary in some predictable way. The third objective was to examine the effect of an extremely important cultural dimension, individualism/collectivism, on the relationships in the model. In general, the results provided empirical support for CATS across cultures by using structural equation modeling and path analysis. More specifically, the findings confirm what was found in previous studies about the important roles of cognition (percieved usefulness) and affect (pleasure, arousal, and dominance). Additionally, this research showed that social (social influence) also has a significant, direct, and positive effect on attitude toward adopting technology innovations. Also, as expected from previous studies, attitude had a significant, positive, and direct effect on adoption intention. Finally, the role of a culture's individualism/collectivism on the relationships in the model was surprising. The only factors that were significantly moderated by individualism/collectivism were related to affect: pleasure and dominance. This new finding suggests that consumers in individualistic cultures are more likely than consumers in collectivistic cultures to have their attitudes shaped by how enjoyable an innovation is and how much more "in control" it makes them feel. Overall, the analysis showed that the CATS model fit the data best. This means the incorporation of cognition, affect, and social into a model fit the data better than cognition (TAM) or cognition and affect (CAT) alone. These findings have valuable implications for marketing theory, methodology, and practice.

The Five-Factor Model (FFM) of personality is one of the prominent models in contemporary psychology and defines personality in terms of five broad factors, namely, Neuroticism, Extraversion, Openness to Experience, Agreeableness, and Conscientiousness. Recent research, however, questions the applicability of the FFM in non-Western cultures, suggesting that it is not exhaustive enough and that it does not account for some other personality factors, most notably Individualism/Collectivism. Therefore, this study investigated whether the FFM of personality is related to Individualism/Collectivism in a sample of South African students. A total of 176 questionnaires were completed by students from the University of the Witwatersrand. The questionnaire contained the individualism/collectivism (INDCOL) scales and the Basic Traits Inventory (BTI) which is a South African instrument based on the FFM. Results indicate that there were no significant relationships between the five factors and Individualism/Collectivism. In addition no significant difference was found between race and the five factors and Individualism/Collectivism. There were also no significant differences between home language and the five factors and Individualism/Collectivism.

Abstract The role of marketing in social issues has grown over the last thirty years since Kotler himself introduced the concept (Kotler & Zaltman, 1971). In the evolution of social marketing it has moved from being entirely marketing process orientated towards expanding its vision to other useful theories from the subject’s parent disciplines. Social dilemma theory, one such theory, evolved in the laboratories, computer programmes and field experiments of psychologists and economists. In 1991 marketers proposed the theory as an aid to understanding individual action in collective problems. The current study assesses the relevance of social dilemma theory for the marketing of water conservation behaviours in an emerging market. As such, it seeks to establish if the key variables were present and what, if any, impact large cultural forces, such as individualism and collectivism have on individual conserving behaviour. Individualism and collectivism were studied at the personal level of idiocentrism and allocentrism and along the sub-dimensions of horizontal and vertical individualism and collectivism. The interactions of these values on individual behaviour were studied, together with two key variables in social dilemma theory namely, perceived consumer effectiveness (PCE) and faith in others (FIO). Individual perceptions of resource abundance and attitudes towards non-marketing solutions, such as a sanctioning system, were investigated. The study was conducted among 444 teenage learners at secondary schools in Gauteng. A descriptive research design was used. The study found that there was an interaction between social dilemma variables and individualism/collectivism which did have an impact on individual conserving behaviour. Most, but not all relationships were verified. Collectivists required higher levels of perceived consumer effectiveness in order to engage in conservation actions, while individualists needed a greater sense of the co-operation of others. Faith in others and individualism/collectivism emerged as having a direct impact on consumer behaviour, while perceived consumer effectiveness was a moderator of the other variables and had no main, direct, effect on behaviour. Water was thought of as an abundant resource and in little need of conservation. Low income consumers favoured a sanctioning system to enforce compliance. The implications of the study for marketing theory and practice are discussed. -

Research has consistently demonstrated the influences of cultural orientation (Individualism/collectivism) on emotional expression when interacting with in-groups and out-groups members in face-to-face communication (e.g., Eid & Diener, 2001; Matsumoto et al., 2008; Safdar et al., 2009). The purpose of the proposed study is to investigate whether the same pattern exists in virtual communication, especially in instant text messaging. Using a mixed design, an online self-report questionnaire measuring Individualism/Collectivism and intensity of emotional expression of both positive and negative emotions will be given to a sample of 788 college students. Several universal effects are predicted, including greater emotion expression toward in-groups versus out-groups, greater overall expressivity for people with a high individualism score, and greater expressivity for positive emotions than negative emotions. It is further predicted that people with high individualism score will express more negative emotions to their in-groups, while people with high collectivism score will express more positive emotions. Lastly, it is predicted that when interacting with out-groups, people with a high individualism score will express more positive emotions, while people with high collectivism score will express more negative emotions. Implications for cultural orientation and emotion expression are discussed.