Collectivism coexisting with individualism: an Indian scenario

A sample of 292 respondents, drawn from three locations, participated in a study designed to examine the effects of eighteen situations on the choice of collectivist and individualist behaviour and intentions, or their combinations. The findings indicated that concerns for family or family members evoked a purely collectivist behaviour. Compelling and urgent personal needs and goals in conflict with the interests of family or friends led to a mix of individualist and collectivist behaviour and intentions. Individualist behaviour intended to serve collectivist interests was the third most frequently opted choice. Respondents' education had a significant effect and other background variables had indeterminate effects on the choice of either purely collectivist or a mix of collectivist and individualist behaviour and intentions.