The Values and Lifestyles of Idiocentrics and Allocentrics in an Individualist Culture: A Descriptive Approach

A considerable degree of research in cross-cultural consumer psychology has focused on the effects of individualism–collectivism on consumer preference for advertising appeals. Recently, psychologists have demonstrated a growing interest in the individual-level manifestations of individualism–collectivism. Idiocentrism refers to person-level individualism, whereas allocentrism refers to person-level collectivism. Drawing on individualism–collectivism theory, in this article we look at the lifestyle of idiocentrics and allocentrics. Our findings suggest a convergence between the etic- and emic-level approaches, thus strengthening individualism–collectivism theory. The emic-level findings of this study also suggest additional questions to be explored at the etic level. Finally, we make suggestions for applications in consumer communication.

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