| Abstract: | Implications of cultural accommodation–hybridization were explored within the framework of individualism–collectivism. Individualism highlights the personal and centralizes individuals as the unit of analyses, whereas collectivism highlights the social and contextualizes individuals as parts of connected social units. In 2 experiments, the ways in which individualism, collectivism, and identity salience influence social obligation to diverse others was explored. The authors varied the personal goal interrupted (achievement–pleasure), the target (individual–group), and focus (in-group–larger society) of social obligation within subjects. The authors hypothesized that collectivism would increase obligation to the in-group when identity was made salient; that individualism alone would dampen social obligation; and that cultural accommodation–hybridization (being high in both individualism and collectivism) would increase obligation to larger society. (PsycINFO Database Record (c) 2011 APA, all rights reserved) |
