Examination of the content of individualism/collectivism scales in cultural comparisons of the USA and Japan

The definitions of individualism/collectivism and the content of scale items used to assess them could explain the lack of cross-cultural differences reported in some research. Specifically, existing scales may not adequately assess expected cultural differences. In study 1, a new scale was given in Japan and the USA. Three factors were identified in both cultures. Japanese scored higher on the others focus factor but scored lower on the helping others factor than the US Americans. In study 2, a forced choice version replicated results in study 1. In studies 3 and 4, the factor structure and cultural differences were replicated and the convergent and the divergent validities of the scale were examined. Results indicate that Japanese may be more others oriented depending on the item content.