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

@article{citeulike:2970895, 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.}, author = {Sivadas, Eugene and Bruvold, Norman T. and Nelson, Michelle R.}, booktitle = {Cross-Cultural Business Research}, citeulike-article-id = {2970895}, citeulike-linkout-0 = {http://dx.doi.org/10.1016/j.jbusres.2007.06.016}, citeulike-linkout-1 = {http://www.sciencedirect.com/science/article/B6V7S-4PBG1H2-1/1/0cac911f96879a9238dce22d82c11f39}, doi = {10.1016/j.jbusres.2007.06.016}, journal = {Journal of Business Research}, keywords = {collectivism, individualism, scale, validation}, month = {March}, number = {3}, pages = {201--210}, posted-at = {2008-07-07 21:11:52}, priority = {2}, title = {A reduced version of the horizontal and vertical individualism and collectivism scale: A four-country assessment}, url = {http://dx.doi.org/10.1016/j.jbusres.2007.06.016}, volume = {61}, year = {2008} }

TY - JOUR ID - citeulike:2970895 L3 - citeulike-article-id:2970895 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. IS - 3 JF - Journal of Business Research EP - 210 TI - A reduced version of the horizontal and vertical individualism and collectivism scale: A four-country assessment VL - 61 T2 - Cross-Cultural Business Research SP - 201 KW - collectivism KW - individualism KW - scale KW - validation AU - Sivadas, Eugene AU - Bruvold, Norman AU - Nelson, Michelle PY - 2008/03// UR - http://dx.doi.org/10.1016/j.jbusres.2007.06.016 ER -