11.8.1 Personality in Individualist and Collectivist Cultures

Individualist cultures and collectivist cultures place emphasis on different basic values. People who live in individualist cultures tend to believe that independence, competition, and personal achievement are important. Individuals in Western nations such as the United States, England, and Australia score high on individualism (Oyserman, Coon, & Kemmelmier, 2002). People who live in collectivist cultures value social harmony, respectfulness, and group needs over individual needs. Individuals who live in countries in Asia, Africa, and South America score high on collectivism (Hofstede, 2001; Triandis, 1995). These values influence personality. For example, Yang (2006) found that people in individualist cultures displayed more personally oriented personality traits, whereas people in collectivist cultures displayed more socially oriented personality traits. Frewer and Bleus (1991) conducted a study of the Eysenck Personality Inventory in a collectivist culture using Papua New Guinean university students. They found that the results of the personality inventory were only relevant when analyzed within the context of a collectivist society. Similarly, Dana (1986) suggested that personality assessment services for Native Americans are often provided without a proper recognition of culture-specific responses and a tribe-specific frame of reference. Assessors need to have more than a general knowledge of history, tribal differences, contemporary culture on reservations, and levels of acculturation in order to interpret psychological test responses with a minimal bias.