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Decision Making in Individualistic and Collectivistic Cultures
Online Readings in Psychology and Culture
  • C. Dominik Guess, Northern Illinois University
Publication Date
How do cultural values influence individuals' decision making? One would expect answers to this question either from cognitive psychology or from cross-cultural psychology. Cognitive theories on decision making, however, rarely consider the factor of culture, and research in cross-cultural psychology deals only to a small extent with decision making. Therefore the study of culture and decision making is a relatively new and unexplored field. In this paper normative and descriptive approaches to decision making are discussed and three cross-cultural studies on decision making in individualistic and collectivist cultures using different methodologies are described. The results are integrated into a model that can be helpful to derive specific hypotheses for further studies in this field.
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Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
Citation Information
C. Dominik Guess. "Decision Making in Individualistic and Collectivistic Cultures" (2004)
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