The article discusses aspects of culture and the contributions of Geert H. Hofstede to this field of study. The author notes that Hofestede's work emphasized the distinction between cultural and individual levels of analysis. One important characteristic of people in collectivist cultures relative to those in individualist cultures is the emphasis on context rather than content. Collectivists see behavior as a result of external factors such as norms and roles. Part of the individualist culture is the concept of idiocentrism. Idiocentrism is seen to increase with affluence when a person has a leadership role, much education, and has been socially mobile.
Harry C. Triandis (2004) studied this question.