Key Concepts: Individualism, Collectivism, Prosocial Behaviour, Volunteering, Ingroup Favouritism

The Impact of Individualism and Collectivism on Culture: It influences our beliefs, attitudes, identities and behaviours. 🌍

Real-life example: An individual from a collectivist society like Japan may focus more on group goals, while someone from an individualistic society like the USA may prioritize personal goals.

Parboteeah, Cullen, and Lim (2004) Study

• Data from over 38,000 individuals in 21 countries showed that collectivism is positively related to formal volunteering.
• Collectivist societies, known for tight social connections and strong group identities, align with this volunteering tendency. 🤝

Real-life example: In a community event, members of a collectivist society are more likely to contribute their time and efforts for the betterment of the community as a whole.

Kemmelmeier, Jambor, and Letner (2006) Study

• They found that people in individualistic cultures were active in voluntary prosocial behaviour for causes aligned with their individualistic values.
• Individualism was positively related to charitable giving and volunteerism, especially in more individualist states. 🏆

Real-life example: An individual from an individualistic culture might volunteer or donate to a cause promoting self-determination, like funding scholarships for disadvantaged students.

Role of Religious Giving: Religious giving is often a social obligation, not a personal choice, hence it's considered unrelated to the dimension of individualism versus collectivism.