Social Value Orientation & Culture: Does Your Social Predisposition Outrank Your Cultural Values?

Social interactions are influenced by the exchange between an individual’s cultural inclinations, be they horizontal or vertical individualism and collectivism, their inherent traits, and the surrounding context. 

One pivotal trait at the center of this dynamic is the individual’s Social Value Orientation (SVO).

SVO represents a person’s general predisposition towards competition (proself) or cooperation (prosocial) in the realm of social exchanges. 

This study, encompassing 1032 participants, explores the relationship between SVO and an individual’s personal cultural tendencies of horizontal/vertical individualism and collectivism, within the backdrop of two distinct cultural settings: the United States, characterized as a vertical individualist setting, and South Korea, marked by its vertical collectivistic backdrop.

The researchers’ hypotheses centered on the alignment between an individual’s value orientation and their corresponding personal cultural tendencies, accounting for the cultural setting. 

They posited that each value orientation would correspond with the congruent personal cultural tendency in a given setting, and this association would be context-specific, with SVO playing a more prominent role in settings where cultural themes were less dominant.

Let The Games Begin

A decomposed games measure identified whether individual participants were prosocial, individualistic, or competitive.

The behavioral measure consists of nine “games” through which this assignment is made.

The study also measured the participant’s inclination toward horizontal/vertical individualism and collectivism.

For example, participants were asked to rate their feelings about statements like “I enjoy being unique and different from others in many ways” (horizontal individualism) or “I enjoy working in situations involving competition with others” (vertical individualism).

Likewise, they rated prosocial statements like “The well-being of my co-workers is important to me” (horizontal collectivism) and “I would do what would please my family, even if I detested that activity” (vertical collectivism).

After collecting data from these games and questionnaires, this is what the study found.

The Findings

The findings highlighted intriguing patterns.

Across both settings, proself individuals exhibited a stronger endorsement of vertical individualistic values, while prosocial individuals leaned more towards horizontal collectivistic values. 

However, the influence of SVO diverged across the two cultural contexts. 

In the United States, prosocial individuals exhibited a more robust inclination towards horizontal collectivism compared to their proself counterparts. 

In contrast, in the South Korean context, prosocial individuals displayed a lesser affinity for horizontal individualism.

These outcomes bear significant theoretical implications and open avenues for further exploration. 

What This Means

Delving deeper into these revelations makes it more apparent that individuals are not solely products of their cultural inclinations or personal traits; rather, it is the dynamic give-and-take of these factors that ultimately shapes their social interactions.

The results of this study underscore the coaction of cultural tendencies, dispositional traits, and context in shaping social behavior. 

They also highlight the significance of context-specific considerations in understanding the nuances of human behavior, emphasizing the need for a more holistic and multifaceted approach to comprehend the exchange of cultural influences, personal traits, and context in shaping our interactions.

Culture & Loneliness: Are You More Prone to Loneliness Due to Your Culture?

Does your culture make you lonely?

A study on loneliness and horizontal/vertical individualism and collectivism sought to uncover whether or not culture plays a role in feelings of loneliness.

The study represents a multinational exploration into the intricate dynamics of self-reported loneliness, taking into account the various dimensions of horizontal and vertical individualism and collectivism, while also considering the influence of age and gender across 28 distinct countries. 

As previously discussed, individualism-collectivism serves as a cultural dimension that illuminates an individual’s place within their social context. 

On a societal level, cultures characterized by high individualism typically feature individuals who perceive themselves as independent agents, valuing autonomy and personal freedom. 

Conversely, cultures marked by high collectivism emphasize group identity, harmony, and shared objectives, prioritizing the collective over personal achievement and goals. 

On an individual level, those with an individualistic orientation tend to define their self-concepts independently of the group, whereas collectivists perceive themselves as integral parts of their affiliated social groups, placing great importance on relationships within these groups.

Hypothetically, applying these self-construals to the concept of loneliness, it becomes plausible that individuals who adopt a more individualistic perspective, distancing themselves from the in-group, may be more prone to experiencing loneliness. 

Conversely, collectivists, who define themselves in relation to others, might have a lower propensity for loneliness. 

But is this what the research found?

The Study

Researchers explored the landscape of loneliness, considering the dimensions of horizontal and vertical individualism and collectivism, while also accounting for age and gender effects across 28 diverse countries. 

Their analysis yielded noteworthy results, shedding light on how these cultural dimensions influence self-reported loneliness.

For specific country samples, they observed distinct patterns. 

Horizontal-individualism displayed significant negative predictor weights in countries such as Brazil, Bulgaria, Germany, Poland, Portugal, Serbia, Ukraine, and the overall sample. 

This suggests that individuals who reported feeling less autonomous and more unequal were more likely to endorse higher loneliness levels.

On the other hand, vertical-individualism exhibited significant positive predictor weights in the total sample, including Brazil, Japan, Russia, and Spain. 

These findings implied that those who felt more autonomous and unequal were more inclined to endorse loneliness-related items.

Turning to horizontal-collectivism, they found significant negative regression predictor weights in the overall sample, including Russia, Japan, and the United States. 

This indicated that individuals who perceived themselves as equal to others and as part of a community were less likely to report loneliness.

Conversely, vertical-collectivism displayed significant positive predictor regression weights in Bosnia and Herzegovina, Chile, Croatia, Latvia, Portugal, Romania, and the overall sample. 

This suggests that those who felt unequal to others, despite a sense of belonging to a community, were more likely to experience higher levels of loneliness.

These findings align with previous hypotheses related to individualism and loneliness, suggesting that value orientations linked to equality versus dominance play a crucial role in shaping an individual’s sense of connectedness. 

The concept of social inequality, whether within an individualistic or collectivistic framework, emerged as a critical factor in understanding loneliness. 

In societies marked by social inequality, feelings of distance from others, even within one’s own group, may contribute to loneliness, particularly in collectivist settings.

Moreover, the study hints at the relationship between social dominance orientation and loneliness, as individuals in more unequal societies may experience a sense of threat and strained self-esteem, potentially leading to loneliness. 

These intriguing results underscore a noteworthy pattern: individuals who prioritize egalitarian social relationships tend to report lower levels of loneliness, whereas those who embrace individuality and competitiveness are more likely to endorse loneliness-related items. 

These findings hold significance for professionals and researchers working with lonely individuals, emphasizing the critical role of perceived cultural influences in understanding and addressing this complex emotional state.

Coronavirus: How Did Culture Impact Compliance?

The coronavirus pandemic taught us many things about human nature.

We are a social people. Toilet paper is important. And many people hate covering their face.

It also showed us that the way different countries dealt with the pandemic proved more or less effective and largely dependent upon compliance from the population.

New research aimed to explore attitudes towards health compliance and psychological responses within the context of cultural frameworks of individualism and collectivism

Cultural Orientation

The findings, based on data from Chinese university students, revealed that cultural orientations significantly predicted attitudes toward compliance and psychological responses.

The study found a high overall endorsement of restrictive measures. 

Compared to Japanese and American counterparts, Chinese participants exhibited the highest acceptance of society-level preventive measures. 

This strong compliance with social distancing can be attributed to the strict isolation measures implemented by the Chinese government. 

However, despite behavioral compliance, participants might have had personal reservations about individual-level precautions, such as wearing gloves when shopping or disclosing travel history.

Predictors of Compliance

Several predictors shed light on Chinese participants’ attitudes toward compliance. 

Gender was one such predictor, with female students demonstrating a greater willingness to comply than males.

Additionally, cultural orientations at the individual level played a significant role. 

Vertical collectivism (VC) predicted positive attitudes towards compliance, as it fostered a strong group identity and respect for authority

Horizontal collectivism (HC), while promoting in-group commitment, did not lead to the same level of acceptance of preventive measures. 

Individualistic orientations had mixed effects, with horizontal individualism (HI) positively predicting compliance and vertical individualism (VI) predicting less favorable attitudes toward compliance.

Contrary to previous research on epidemics, the study found that concerns about the virus did not notably predict positive attitudes toward compliance. 

Instead, psychological distress was positively predicted by VI and VC, indicating that those who valued uniqueness and competition or strong group identity experienced more negative psychological effects. 

In contrast, HC predicted less psychological distress, suggesting that individuals emphasizing equal responsibility within their in-group experienced fewer mental health problems.

Chinese college students were more willing to comply with preventive measures if they had higher VC and HI cultural orientations.

Trust

While trust was linked to attitudes towards compliance and psychological distress, it did not notably predict these variables in the regression models. 

This indicates that individual-level cultural orientations were more influential in explaining compliance attitudes and psychological responses than interpersonal trust.

The study highlighted the importance of considering psychological distress and cultural orientations in public health interventions to promote public cooperation. 

By incorporating individuals’ beliefs and concerns, effective strategies can be developed to fight infectious diseases without compromising democratic values.