A Transposition of the Minkov-Hofstede Model of Culture to the Individual Level of Analysis: Evidence from Mongolia

After Hofstede proposed individualism-collectivism (IDV-COLL) as a dimension of national culture, numerous studies have used that name to refer to individual-level psychological constructs, based on theories and empirical operationalizations that are not necessarily compatible with the Hofstede tradition. This has created confusion. In this study, we investigate whether the two revised Minkov-Hofstede dimensions of national culture - IDV-COLL and “flexibility-monumentalism” (FLX-MON) - have individual-level counterparts and if they are isomorphic (have the same structure at both levels of analysis). We find that the three main conceptual facets of national COLL (conformism, ascendancy, and exclusionism) and the three of MON (self-esteem, self-stability, and generosity) materialize as six independent individual-level dimensions in a nationally representative sample from Mongolia (n = 1500). This structure emerged in a confirmatory factor analysis, multidimensional scaling, and hierarchical cluster analyses. This is the first series of analyses of the structure of the individual-level ingredients of national IDV-COLL and FLX-MON,