Do collectivists conform more than individualists? Cross-cultural differences in compliance and internalization

Se Hyung (David) Oh1
1School of Business, Konkuk University, Republic of Korea
Cite this article:  Oh, S. H. (. (2013). Do collectivists conform more than individualists? Cross-cultural differences in compliance and internalization. Social Behavior and Personality: An international journal, 41(6), 981-994.

Volume 41 Issue 6 | e2951 | Published: July 2013 | DOI: https://doi.org/10.2224/sbp.2013.41.6.981

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Many previous researchers of conformity have found that people from collectivist cultures have stronger conformity tendencies than those from individualistic cultures. However, as most of these researchers focused on only 1 type of conformity, that is, compliance, these findings are limited. Consequently, little is known about the influence of culture on internalization, another type of conformity. In a series of virtual laboratory (e-lab) experiments in which participants were either simply exposed to choice dilemmas and opinion items or presented with a persuasive argument about each of them, I found that there was a lower level of cross-cultural differences in internalization than in compliance. Thus, only superficial cross-cultural differences may exist in conformity.

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