Individualism and collectivism: toward a strategy for testing measurement equivalence across culturally diverse groups

Examines critically the bulk of cross‐cultural research involving the constructs of individualism and collectivism. Highlights some of the main conceptual and methodological shortcomings in the use of these constructs and the need for refinement and synthesis in definition and measurement. Suggests a research strategy that integrates previous empirical findings in a theory‐driven approach. Proposes multiple group confirmatory factor analysis as a technique for confirming a 2‐2 factor structure for individualism and collectivism and for testing the equivalence of their measures across culturally diverse groups.