Outside the Head and Outside Individualism-Collectivism

Abstract

Cultural differences and similarities can be documented not only at the level of the psyche (people’s motivations, beliefs, emotions, or cognitions) but also via shared, tangible representations of culture (such as advertising, texts, architecture, and so on). In this report, the authors present the results of some exploratory meta-analyses of cultural products. Data were sufficient to analyze a variety of cultural traits: positivity, modernity, high (vs. low) context, uncertainty avoidance, and power distance, as well as other dimensions. Thus, this article documents cultural products that measured traits other than individualism-collectivism, the trait the authors analyzed in an earlier article. The data reinforce the value of studying cultural products and fit with recent calls to branch out from the familiar, individualism-collectivism construct into new axes of cultural difference.