Table of Contents
Abstract
The Individualism and Collectivism measures (IND and COL) are widely utilized psychological scales developed primarily by Daphna Oyserman to assess fundamental cultural orientations concerning the self and its relationship to others. These measures move beyond simple dichotomies by examining complex subdimensions of individualism and collectivism. The brief measures were initially published in 1993, with later, longer forms and extensive validation detailed in subsequent publications, notably a major meta-analysis in 2002. The scale employs a self-report format, utilizing a Likert response scale to gauge the degree of agreement with statements reflecting personal achievement, uniqueness, familial interdependence, and in-group fate.
Keywords
Individualism, Collectivism, Cultural Dimensions, Cross-cultural Psychology, Daphna Oyserman, Self-Concept, Familialism, Social Psychology, Cultural Frames, Psychometric Scale
Authors
Daphna Oyserman, H. Coon, M. Kemmelmeier, A. Lauffer
Purpose
The primary purpose of the Individualism and Collectivism measures is to quantitatively assess the extent to which an individual views the self as autonomous and independent (individualistic orientation) or as fundamentally interdependent with and embedded within a group (collectivistic orientation). These measures are crucial tools in cross-cultural psychology for understanding how varying cultural frames influence cognitive processes, social behavior, and conflict resolution, as explored in the initial 1993 publication by Oyserman.
Unlike earlier measures that treated individualism and collectivism as opposite ends of a single spectrum, this scale is designed to assess these dimensions separately, recognizing that individuals can endorse aspects of both orientations simultaneously. The longer forms were developed to provide a more nuanced understanding of these constructs across diverse populations and cultural contexts.
Construct
The construct measured is the cultural orientation of the self. This is broken down into several distinct subscales, reflecting the multidimensional nature of both individualism and collectivism. The scale structure allows researchers to analyze specific facets of cultural self-schema rather than relying solely on a single global score.
Key subscales associated with individualism and collectivism that the longer measure assesses include:
- Individualism Subscales: Valuing personal uniqueness, valuing personal freedom and happiness, and valuing personal achievement.
- Collectivism Subscales: Sense of common in-group fate, familialism (focus on family support and respect for family decisions), and interrelatedness (defining the self through relationships with others).
Validity
Extensive research, including a landmark meta-analysis published in the Psychological Bulletin (Oyserman, Coon, & Kemmelmeier, 2002), has addressed the validity of these measures. This work evaluated the theoretical assumptions underlying the IND and COL constructs and confirmed that the scale effectively captures distinct cultural orientations. The meta-analysis supported the notion that individualism and collectivism are not unidimensional constructs but rather complex, multi-faceted concepts that require specific, targeted measurement to achieve high validity across different cultural groups.
The revised and longer forms of the scale exhibit improved construct validity by separating the dimensions, reducing the risk of confounding factors often present in simpler, earlier instruments. The items are designed to reflect behavioral intentions and self-descriptions relevant to cultural frames, enhancing the ecological validity of the instrument.
Reliability
While specific coefficients vary across studies and subscales, the Oyserman measures generally demonstrate acceptable to good internal consistency, particularly in the longer, refined versions. The 2002 review provided evidence supporting the reliability of the subscales when used appropriately within specific cultural contexts. The detailed factor structure, identified through extensive testing, helps ensure that each subscale maintains internal coherence, thereby supporting the overall reliability of the instrument for academic and research purposes.
Factor Analysis
The development of the refined Oyserman measures was heavily informed by factor analysis, which revealed that individualism and collectivism should be treated as separate, multi-faceted dimensions rather than monolithic constructs. The factor structure supports the existence of distinct subscales for each dimension, such as personal achievement (individualism) being distinct from familialism (collectivism). This multidimensional structure is critical for accurately modeling cultural variation and avoiding the pitfalls of overly simplified conceptualizations of cultural differences.
The identification of these specific factors allows researchers to analyze which particular aspects of individualism (e.g., uniqueness vs. achievement) or collectivism (e.g., family vs. in-group fate) are most strongly endorsed by a given population or individual, offering a more precise tool for cultural research in social psychology.
Instrument
Test Type: Self-report Likert scale
Format: 5-point Likert scale (Ranging from 1=strongly disagree to 5=strongly agree). Note: Some initial items in the brief measure used a 4-point scale for some items.
Language Available: English (Original), likely translated and validated in numerous languages for cross-cultural studies.
Population Group: General population, widely used in cross-cultural research across various national and ethnic groups.
Age Group: Adolescents and Adults (Typically used with college student populations and beyond).
Population Details: Used globally to assess cultural orientation. Some versions (as seen in the item list) have been adapted for specific religious/ethnic groups (e.g., Jewish people).
Test Methodology: Psychometric assessment of cultural frames, where participants rate their agreement with statements reflecting personal values, goals, and relational priorities.
Keywords
Cultural self-schema, Interdependence, Independence, Psychological testing, Measurement, Cultural values, Oyserman scale, Cross-cultural measurement
Authors
Author ORCID Identifier: Not provided in source.
Affiliation Email addresses: Not provided in source.
Correspondence Address: Daphna Oyserman, The University of Michigan (at time of initial publication/research).
Permissions & Fee and Test Year
The brief measures were first published in 1993. The longer, revised forms gained widespread use following the 2002 meta-analysis. Information regarding specific permissions and fees for academic use should be sought directly from the primary author, Daphna Oyserman, or The University of Michigan. The measures are often used freely for non-commercial academic research.
Reference’s
- Oyserman, D. (1993). The lens of personhood: Viewing the self, others, and conflict in a multicultural society. Journal of Personality and Social Psychology, 65, 993-1009.
- Oyserman, D., Coon, H., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses. Psychological Bulletin, 128, 3-73.
- Oyserman, D. & Lauffer, A. (2002). Examining the implications of cultural frames on social movements and group action. In L. Newman and R. Erber (Eds.), What social psychology can tell us about the Holocaust: Understanding the perpetrators of genocide. (pp.162-187). New York, NY: Oxford University Press.
Items of the INDIVIDUALISM and COLLECTIVISM measures
IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.
The brief measures utilize a 5-point Likert scale (1=strongly disagree to 5=strongly agree):
1 | 2 | 3 | 4 | 5 |
strongly disagree | somewhat disagree | neither agree nor disagree | somewhat agree | strongly agree |
IC1 My personal attributes are what make me who I am. | 1 2 3 4 5 |
IC3 I am unique, different from everyone else. | 1 2 3 4 5 |
IC5 I enjoy being unique and different from others in many respects. | 1 2 3 4 5 |
IC6 It is important for me to be myself. | 1 2 3 4 5 |
IC7 To know who I really am, you must examine my achievements and accomplishments. | 1 2 3 4 5 |
IC9 A mark of character is a focus on achieving personal goals. | 1 2 3 4 5 |
IC12 It is better for me to follow my own ideas than to take suggestions from my family. | 1 2 3 4 5 |
IC13 My personal happiness is more important to me than almost anything else. | 1 2 3 4 |
IC14 Individual happiness and the freedom to attain it are central to who I am. | 1 2 3 4 |
IC18 If I make my own choices I will be more happy than if I listen to others. | 1 2 3 4 |
IC19 Challenging myself, achieving all that I can is important to me. | |
IC8 If you know the groups I belong to, you’ll know who I really am. | 1 2 3 4 |
IC10 Whenever my family needs something I try to help. | 1 2 3 4 |
IC11 To know who I really am, you must see me with members of my group. | 1 2 3 4 |
IC15 My relationships with others are a very important part of who I am. | 1 2 3 4 |
IC16 The history and heritage of my religious, national or ethnic group are a large part of who I am. | 1 2 3 4 5 |
IC17 A person of character helps his/her religious, national-ethnic group before all else. | 1 2 3 4 5 |
IC20 My satisfaction depends on the well-being of those who are close to me. | 1 2 3 4 5 |
IC21 I have respect for Jewish leaders | 1 2 3 4 5 |
IC22 It is important to me to think of my self as a member of my religious, national or ethnic group. | 1 2 3 4 5 |
IC23 For me, personal goals are very similar to family goals. | 1 2 3 4 5 |
IC24 For me, self-actualizing really means doing something meaningful for the Jewish people. | 1 2 3 4 5 |
The longer, more comprehensive scale (36 items) also uses a 5-point Likert scale:
1. It is important to me to develop my own person style. | 1 2 3 4 5 |
2. I often turn to my family for social and emotional support. | 1 2 3 4 5 |
3. Learning about the traditions, customs, values, and beliefs of my family is important to me. | 1 2 3 4 5 |
4. Though I may have some things in common with others, my personal attributes are what make me who I am. | 1 2 3 4 5 |
5. My family is central to who I am. | 1 2 3 4 5 |
6. I know I can always count on my family to help me. | 1 2 3 4 5 |
7. It is important to me to respect decisions made by my family. | 1 2 3 4 5 |
8. I prefer being able to be different from others. | 1 2 3 4 5 |
9. I am different from everyone else, unique. | 1 2 3 4 5 |
10. Family is more important to me than almost anything else. | 1 2 3 4 5 |
11. I enjoy being unique and different from others in many respects. | 1 2 3 4 5 |
12. It is important for me to be myself. | 1 2 3 4 5 |
13. For me, hard work and personal determination are the keys to success in life. | 1 2 3 4 5 |
14. To know who I really am, you must examine my achievements and accomplishments. | 1 2 3 4 5 |
15. If you know what groups I belong to, you know who I am. | 1 2 3 4 5 |
16. A person of character focuses on achieving his/her own goals. | 1 2 3 4 5 |
17. Whenever my family needs something I try to help. | 1 2 3 4 5 |
18. To know who I really am, you must see me with members of my group. | 1 2 3 4 5 |
19. I enjoy looking back on my personal achievements and setting new goals for myself. | 1 2 3 4 5 |
20. It is better for me to follow my own ideas than to follow those of anyone else. | 1 2 3 4 5 |
21. My personal happiness is more important to me than anything else. | 1 2 3 4 5 |
22. Individual happiness and the freedom to attain it are central to who I am. | 1 2 3 4 5 |
23. My relationships with others are a very important part of who I am. | 1 2 3 4 5 |
24. The history and heritage of my religious, national, or ethnic group are a large part of who I am. | 1 2 3 4 5 |
25. A person of character helps his/her national, ethnic or religious group before all else. | 1 2 3 4 5 |
26. My personal achievements and accomplishments are very important to who I am | 1 2 3 4 5 |
27. If I make my own choices I will be happier than if I listen to others. | 1 2 3 4 5 |
28. I have respect for the leaders of my religious, national, or ethnic groups. | 1 2 3 4 5 |
29. My happiness depends on the happiness of those around me. | 1 2 3 4 5 |
30. It is important to me to think of myself as a member of my religious, national, or ethnic group. | 1 2 3 4 5 |
31. It is important for me to remember that my personal goals have top priority. | 1 2 3 4 5 |
32. In some ways it is my relationships that make me who I am. | 1 2 3 4 5 |
33. I often have personal preferences. | 1 2 3 4 5 |
34. In the end a person feels closest to members of his/her own religious, national, or ethnic group. | 1 2 3 4 5 |
35. I will sacrifice my self-interest for the benefit of the group I am in. | 1 2 3 4 5 |
36. When I hear about an event I automatically wonder whether it will be good or bad for my religious, national, or ethnic group. | 1 2 3 4 5 |
Cite this article
Mohammed looti (2025). Individualism and Collectivism Measures. Psychological Scales & Instruments Database. Retrieved from https://db.arabpsychology.com/scales/individualism-and-collectivism-measures/
Mohammed looti. "Individualism and Collectivism Measures." Psychological Scales & Instruments Database, 17 Oct. 2025, https://db.arabpsychology.com/scales/individualism-and-collectivism-measures/.
Mohammed looti. "Individualism and Collectivism Measures." Psychological Scales & Instruments Database, 2025. https://db.arabpsychology.com/scales/individualism-and-collectivism-measures/.
Mohammed looti (2025) 'Individualism and Collectivism Measures', Psychological Scales & Instruments Database. Available at: https://db.arabpsychology.com/scales/individualism-and-collectivism-measures/.
[1] Mohammed looti, "Individualism and Collectivism Measures," Psychological Scales & Instruments Database, vol. X, no. Y, ص Z-Z, October, 2025.
Mohammed looti. Individualism and Collectivism Measures. Psychological Scales & Instruments Database. 2025;vol(issue):pages.