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Using Individualism and Collectivism to Compare Cultures— A Critique of the Validity and Measurement of the Constructs: Comment on Oyserman et al.

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Cross-Cultural Competence (3C), Collectivism
The author examines the following limitations of research on individualism and collectivism: It treats nations as cultures and culture as a continuous quantitative variable; conflates all kinds of social relations and distinct types of autonomy; ignores contextual specificity in norms and values; measures culture as the personal preferences and behavior reports of individuals; rarely establishes the external validity of the measures used; assumes cultural invariance in the meaning of self-reports and anchoring and interpretation of scales; and reduces culture to explicit, abstract verbal knowledge.

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