Cross-Cultural Comparison of Collectivistic and Individualistic Values between China and the United States

1. Cross-Cultural Comparison of Collectivistic and Individualistic Values between China and the United States Makiko Imamura Yan Bing Zhang University of Kansas

2. Introduction • Values are cognitive structures that guide individuals’ attitudes, beliefs, and behaviors. • The individualism-collectivism (I-C) value orientation has been used as a major theoretical framework in cross-cultural research to explain cultural differences between the East and West. • Chinese culture = Collectivistic • American culture = Individualistic

3. Individualistic and Collectivistic Values • Collectivistic Values • Interpersonal Harmony • solidarity with others • harmony with others • Relational Hierarchy • loyalty to superiors • ordering relationships by status • Traditional Conservatism • having fewer desires • be content with life Individualistic Values • Independence • Equality • Competitiveness • Pleasure • Success • Etc.

4. In the Age of Globalization… • The American Culture • A growing number of Americans are travelling, studying, or working in East Asian cultures. • An increasing number of universities in the United States have established centers for East Asian studies to promote the East Asian values. • The establishment of Confucius institutes in the United States • CNN Hero Program • The Chinese Culture • Some of the modern values such as independence, equality, competitiveness, and success have been influential among the younger and more educated segment of the Chinese society. • The coexistence of tradition and modernization • Independence is more desired and accepted universally (e.g., Park & Guan, 2007)

5. Two Studies From the perspectives of young Adults • Study 1 • Compared collectivistic values (i.e., interpersonal harmony, relational hierarchy, and conservatism) between the Chinese and American participants. • Study 2 • Compared individualistic values between the Chinese and American participants.

6. Hypothesis for Study 1 H1: The American participants will endorse interpersonal harmony, relational hierarchy and traditional conservatism less than the Chinese participants.

7. Method • Participants • 418 Chinese college students (M age = 19.51, SD = 1.52, 62.2% females) • 415 American college students (M age = 20.14, SD = 2.05, 53.7% females) • Measurements (on 5-point Likert Scales) • Interpersonal Harmony: 14 items (α = .77, M = 4.27, SD = .38 for China; α = .77; M = 4.11, SD = .36 for the U.S.) • e.g., tolerance of others, harmony with others, humbleness • Relational Hierarchy: 8 items (α = .61, M = 3.99, SD = .42 for China; α = .65, M = 3.81, SD = .44 for the U.S.) • e.g., obedience to parents, loyalty to superiors, ordering relationships by status • Conservatism: 11 items (α = .60, M = 3.18, SD = .47 for China; α = .67 M = 3.08, SD = .46 for the U.S.) • e.g., contentedness with one's position in life, thriftiness, being conservative

8. Results • A 2 (gender) × 2 (cultural groups) MANOVA on the three dependent variables (i.e., harmony, hierarchy, and conservatism) was performed. • Results indicate that … • There was a significant multivariate gender main effect (F (3, 827) = 3.02, p < .05, ŋ² = .01) – Univariate ANOVA was significant only for Harmony. • There was a significant cultural group membership main effect (F (3, 827) = 23.42, p < .001, ŋ² = .08) - Univariate ANOVAs were all significant. • There was a significant group membership by participant gender interaction effect (F (3, 827) = 3.44, p < .05, ŋ² = .01) - Univariate ANOVAs were not significant.

11. Hypothesis for Study 2 H1: The American participants will endorse individualistic values more than the Chinese participants.

12. Method • Participants • 192 Chinese college students (M age = 20.91, SD = 2.31, 50.5% females) • 246 American college students (M age = 20.41, SD = 2.81, 66.3% females) • Measurements (on a 7-point Likert scale) • Individualistic Values: 12 items (α =.89, M = 5.73, SD = .85 for China; α =.85, M = 5.73, SD = .71 for the U.S.) • e.g., equality, competitiveness, ambition, competence, modernity, and success

13. Results • A 2 (gender) × 2 (cultural groups) ANOVA was conducted on individualism as the dependent variable. • Results indicated that … • There was no significant gender main effect(F (1, 434) = .61, p = .58). • There was no significant cultural group main effect(F (1, 434) = .13, p = .78). • There was no significant gender by culture interaction effect(F (1, 434) = 2.03, p = .16).

14. Summary of the Major Findings • Consistent with the I-C framework • The American culture is individualistic • The Chinese culture is collectivistic • Confirming recent literature • Collectivistic and individualistic values co-exist in the Chinese culture • The values of relational hierarchy and traditional conservatism were not as valued as the interpersonal harmony values in both cultures • Extending prior literature and contrary to H1 in Study 2 • The younger and more educated segment of the Chinese society is as individualistic as the young Americans • Additionally • Women valued the interpersonal harmony values more than men in both cultures

15. Discussion: Implications of the Findings • Influences of globalization and modernization on the values upheld by Chinese young adults: • Chan and Cheng (2002) argue that China is “the fastest growing and largest potential market in the world” (p. 389). • Throughout such a transformation from a socialist to a capitalist nation, Chinese value system among young generation may have shifted from emphasizing solely the collectivistic values to endorsing both collectivistic and individualistic values (Zhang & Harwood, 2004). • The portrayal of modernity in domestic media and the influx of imported media from Western countries may have had a great influence on the people’s value system within a culture (Zhang & Harwood, 2002).

16. Discussion: Implications of the Findings • Influences of domestic policy (e.g., one child policy) on the values of Chinese young adults: • The Chinese domestic policy (i.e., one child policy) has influenced not only the family structure but also the young adults’ values systems. • Consistent with the current findings, • Deutsch (2006) found that Chinese young adults are more likely to live on their own, pursue their own ambitions, and rely more on the outside resources than their family. • Deutsch (2006) also found that Chinese young adults are exposed to a remarkable level of filial piety, which is a core element of collectivistic values.

17. Discussion: Suggestions for the Future Research • Future studies should examine the link between values and communication behaviors • Conflict management • Relationship development • Work ethics • Inclusion of other East Asian cultures • Korean culture • Japanese culture