Mindscapes and individual heterogeneity within and between cultures

• Maruyama's mindscape types were examined using 4-country data.
• The analysis indicated that there is individual mindscape heterogeneity in and across cultures, and these are transcultural.
• The study highlights an oversight in the assumption that there is cultural homogeneity where there is, in fact, heterogeneity in thinking, logic and behavior among members of cultures.

Most cross-cultural studies are sociologically based and assume intra-cultural homogeneity in mentality and logic among people. The application of cultural dimensions in many cross-cultural studies has inadvertently contributed to this oversight. Scores on these dimensions are supposed to indicate characteristics of national cultures. The apparent characteristics of cultures are extended to individuals as well. On that basis, we assume that all Americans are individualistic, ignoring those who might have more collectivist mentality and logic. Although some researchers have recognized the existence and importance of heterogeneity within cultures, these issues have not been fully addressed. Experience at the international level and research evidence indicate such a variation and heterogeneity. This research, conducted in four different countries, confirms the existence of individual heterogeneity in and among them.