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Individualism-collectivism has a direct effect on communication styles and an indirect effect that is mediated through self construals and values. It was hypothesized that cultural individualism-collectivism, self construals, and values would have separate effects on individuals’use of low- and high-context communication styles. As predicted, the results of this study suggest that independent self construals and individualistic values mediate the influence of cultural individualism-collectivism on the use of low-context communication, and interdependent self construals and collectivistic values mediate the influence of cultural individualism-collectivism on the use of high-context communication. The patterns for cultural individualism-collectivism were not as clear-cut. The findings suggest that individual level factors (i.e., self construals and values) are better predictors of low- and high-context communication styles across cultures than cultural individualism-collectivism.
Gudykunst et al. (Sat,) studied this question.