An Etic-Emic Analysis of Individualism and Collectivism

An analysis of the responses of 1,614 subjects from 10 cultures shows that the Leung Bond procedure provides illuminating ways of extracting both strong (Separation From In-Groups, Independence, and Personal Competence) and weak (Task Orientation) eticsrelevant to individualism, and weak etics (Dependence on Others, Sociability) relevant to collectivism. Additional richness in the available information is provided when intracultural factor analyses are carried out in each culture. It appears that the most complete picture is obtained when both etics and emics are examined.