Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10471189 | Journal of Research in Personality | 2005 | 7 Pages |
Abstract
We examined the value orientations of Americans and Japanese, comparing Likert scale rating and pairwise comparison methods. Consistent with a recent meta-analysis of studies using rating scales (Oyserman, Coon, & Kemmelmeier, 2002), Americans and Japanese did not differ on individualism, and Americans scored higher than Japanese on collectivism. However, the pairwise comparisons revealed that Americans scored higher than Japanese on self-direction, an indicator of individualism, whereas Japanese scored higher than Americans on Benevolence, an indicator of collectivism. These findings suggest that cross-cultural comparisons based on Likert ratings may have been compromised by response artifacts.
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Authors
Shigehiro Oishi, Jungwon Hahn, Ulrich Schimmack, Phanikiran Radhakrishan, Vivian Dzokoto, Stephen Ahadi,