Examining 35 years of individualism-collectivism research in Asia: A meta-analysis

Traditionally, research in communication and culture (e.g., “cross-cultural communication,” “intercultural communication,” “international communication”) has examined the notions of individualism (IND) and collectivism (COL) extensively. However, the results of these studies are sometimes inconsistent, as documented in previous meta-analyses. This study posits that the theory-data inconsistency can be attributed to accelerated globalization, particularly, improved economic and political situations within traditionally under-developed or developing Asian nations. To examine this prediction, 99 IND-COL studies published between 1988 and 2023 were compiled that compared the U.S. to Asian countries (N = 87,735, k_IND = 131, k_COL = 156), and augmented with national-level socio-political indices (i.e., percent of urban population, gross domestic product, democracy) as predictors of the IND-COL effects. Partially consistent with this study’s prediction, Asian nations with improved socio-political conditions manifested a decline in collectivism. However, these improvements with time did not predict an increase in individualism. The results are discussed in relation to the theoretical definitions of IND and COL, and the limitations of the traditional approach to understanding cross-cultural differences.