Search Results (6)

Understanding the role of collectivism in shaping prosocial behavior is critical for advancing theories of social cooperation and group dynamics. This study provides the first empirical examination of collectivistic orientation within the Ultra-Orthodox (Haredi) community using the Horizontal and Vertical Individualism-Collectivism (HVIC) framework. Data from 702 participants revealed a predominant collectivist orientation, with a particularly strong emphasis on balanced collectivism. The study further explored how collectivist and individualist tendencies predict helping behaviors toward in-group and out-group members. Results indicate that conservatism positively predicts in-group prosocial behavior but negatively predicts out-group assistance, whereas balanced collectivism and individualism are associated with increased out-group helping. The strongest predictor of out-group assistance was an individual’s inherent disposition to help, suggesting that prosocial behavior extends beyond purely communal expectations and positions these individuals as natural agents of community change. This insight offers a perspective on how personal characteristics may contribute to community renewal. Our study contributes to cross-cultural research on collectivism and prosocial behavior by emphasizing the role of power orientation and resource allocation in shaping altruistic tendencies, while demonstrating that vertical orientations tend to reinforce in-group preferences. Full article

Consumer behavior contributes to the environmental crisis worldwide. This study examines the influence of horizontal and vertical individualism and collectivism (HVIC) on pro-environmental purchasing behavior based on environmental self-identity. We surveyed 542 Korean adults aged 20–69 online. We analyzed the data using correlation, paired t-tests, and multiple regression analyses. First, we found that the group with high-level environmental self-identity showed significantly higher levels of pro-environmental purchasing behavior, horizontal individualism (HI), horizontal collectivism (HC), and vertical collectivism (VC). No significant difference was observed in vertical individualism (VI). Second, in the low-level group, the influencing factors were gender (ref. female), age, VI, and VC. Third, in the high-level group, the influencing factors were HC, HI, and VC. Cultural values are an important aspect of pro-environmental purchasing behavior based on environmental self-identity. Full article

All organizations are made up of organizational structures, which are made up of individual members who require motivation, development, performance, and psychological fulfilment. Management must exercise caution in upholding collectivist values, which have their roots in classical sociological theory, which opposes citizens’ autonomous desires in relation to social needs in institutions. The application of sociological theory allowed the concepts of individualism and collectivism to be included in psychology and organizational sciences. The goal of this research is to determine the impact of collectivist values and psychological needs on job performance, with conscientiousness acting as a moderator. Participants in this study were employees of public companies in Kosovo that operate in the field of post and telecommunication. A sample of 394 workers from these companies was used to test the hypotheses. We used PROCESS macro model 4 and model 59, as well as multiple regression analysis, to test the research hypotheses. The findings revealed that horizontal and vertical collectivism has a significant effect on work performance. Furthermore, the findings revealed a positive indirect relationship between horizontal and vertical collectivism and job performance via the mediation of psychological needs. Moreover, there was a positive direct relationship between horizontal and vertical collectivism and the three psychological needs, with conscientiousness acting as a moderator. The indirect effect of horizontal and vertical collectivistic values on work performance was found to be significant with moderation of the relatedness for low conscientiousness. Full article

This study aimed to investigate how cultural values affect ethical consumption behavior. For this purpose, cultural values were divided into the following four groups: vertical individualism, vertical collectivism, horizontal individualism, and horizontal collectivism. Ethical consumption was analyzed across two dimensions: eco-friendly and socioeconomic-oriented consumption. Exploratory factor analysis was conducted using the results of an online survey. Survey links were texted and e-mailed to 938 subjects who responded after being contacted in advance to join consumer panels registered with a marketing research company. Structural equation modeling with EQS 6 was used to test the hypotheses in this study. Vertical individualism was found to have no significant effect on socioeconomic-oriented consumption. Horizontal individualism, horizontal collectivism, and vertical collectivism, however, positively impacted eco-friendly and socioeconomic-oriented consumption. In addition, an exploratory factor analysis of ethical consumption was conducted to construct the variables. This study provides valuable guidelines for further research into ethical consumption behaviors, that is, eco-friendly ethical consumption behaviors and socioeconomic-oriented ethical consumption behaviors. Based on these components, subsequent studies could provide valuable information regarding consumers’ ethical value structures and the identification of causal relationships with prior factors or happiness outcomes. The study implications are discussed in the conclusion. Full article

This study aims to examine a moderated mediation model wherein core self-evaluation (CSE) and horizontal collectivism (HC) interact to predict negative emotional reactivity to interpersonal conflict, and thus HC moderates the indirect effects of CSE on subjective well-being (SWB) through emotional reactivity. A short-term prospective study was conducted with 257 South Korean university students. Participants completed measures of CSE and HC, and then reported their experiences with interpersonal conflict and SWB in an online survey about two weeks later. We found that, among low HC participants, after controlling for the importance of conflict issues, individual differences in CSE predicted emotional reactivity to interpersonal conflict, and emotional reactivity was in turn negatively associated with SWB. By contrast, among high-HC participants, emotional reactivity to interpersonal conflict did not differ as a function of CSE, and the indirect effects of CSE on SWB were not significant. These findings highlight the importance of high CSE and HC values in fostering emerging adults’ resilience against the detrimental effects of interpersonal conflict in sustaining individuals’ SWB. Implications for conflict management interventions are discussed. Full article

The paper aims to assess the impact of the COVID-19 pandemic and possible future global epidemic events on shopping behavioral patterns. Specifically, the paper investigates consumer pandemic-related isolation behavior (which manifests itself via preference for shopping without leaving home, and avoiding contact with other people while shopping offline) as a consequence of consumer interdependent self-construal, with the mediating role of consumer pandemic-related emotions of disgust, fear for oneself, fear for others, and sadness. The results of two surveys conducted in different stages of the COVID-19 pandemic in Poland (October 2020, and January 2021, respectively) suggest two opposing indirect effects of interdependent self-construal on isolation behavior: a positive effect through disgust, and a negative effect through sadness. Additionally, a positive indirect effect through fear was visible in the second study. Moreover, two dimensions of interdependent self-construal (i.e., vertical and horizontal) are demonstrated to have opposing effects (a positive effect and a negative one, respectively) on pandemic-related disgust, and in turn on isolation behavior. The above results indicate that, in the context of the pandemic, consumer self-construal influences pandemic-related emotions, and in turn consumers’ tendency to isolate themselves. Implications for marketers and society were discussed from the perspective of economic and sustainability goals. Full article