In developing a new scale, this article makes theoretical and measurement distinctions between vertical and horizontal individualism and collectivism. Vertical collectivism includes perceiving the
selfas a part (or an aspect) of a collective and accepting inequalities
within the collective. Horizontal collectivism includes perceiving the
self as a part of the collective, but seeing all members of the collective
as the same; thus equality is stressed. Vertical individualism includes the conception of an autonomous individual and acceptance
of inequality. Horizontal individualism includes the conception of
an autonomous individual and emphasis on equality. Measurement
of these constructs is preferable theoretically and empirically (better
internal consistency) to either of the more general constructs of
individualism and collectivism or the constituent elements of these
constructs, such as self-reliance, hedonism, family integrity, and so
on. The usefulness of these theoretical distinctions is demonstrated
and their implications are discussed.
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