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Do collectivists conform more than individualists? Cross-cultural differences in compliance and internalization

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Many previous researchers of conformity have found that people from collectivist cultures have stronger conformity tendencies than those from individualistic cultures. However, as most of these researchers focused on only 1 type of conformity, that is, compliance, these findings are limited. Consequently, little is known about the influence of culture on internalization, another type of conformity. In a series of virtual laboratory (e-lab) experiments in which participants were either simply exposed to choice dilemmas and opinion items or presented with a persuasive argument about each of them, I found that there was a lower level of cross-cultural differences in internalization than in compliance. Thus, only superficial cross-cultural differences may exist in conformity.
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Keywords: COLLECTIVIST CULTURES; COMPLIANCE; CONFORMITY; CROSS-CULTURAL DIFFERENCES; INDIVIDUALISTIC CULTURES; INTERNALIZATION

Document Type: Research Article

Publication date: 01 July 2013

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