Perceptions of Mobile Phone Use in Public: The Roles of Individualism, Collectivism, and Focus of the Setting

This study explored whether individualism and collectivism intersect with the nature of a social setting to predict perceptions of (un)acceptable mobile phone use in public. A survey revealed that participants with a collectivistic orientation tended to be more tolerant of mobile phone use in settings that do not involve a communal focus of attention, such as stores and sidewalks. In addition, individualism significantly predicted intolerance for use of the technology in settings with a more central focus, including theaters and classrooms. The discussion offers insights and potential cross-cultural implications.