The values and lifestyles of idiocentrics and allocentrics in an individualist culture: A descriptive approach

A considerable degree of research in cross-cultural consumer psychology has focused on the effects of individualism-collectivism on consumer preference for advertising appeals. Recently, psychologists have demonstrated a growing interest in the individual-level manifestations of individualism-collectivism. Idiocentrism refers to person-level individualism, whereas allocentrism refers to person-level collectivism. Drawing on individualism-collectivism theory, in this article we look at the lifestyle of idiocentrics and allocentrics. Our findings suggest a convergence between the etic- and emic-level approaches, thus strengthening individualism-collectivism theory. The emic-level findings of this study also suggest additional questions to be explored at the etic level. Finally, we make suggestions for applications in consumer communication.