Research & Publications
Reflections on the Meaning and Structure of Horizontal and Vertical Individualism and Collectivism
2006, Journal of Consumer Psychology
Sharon Shavitt, Jing Zhang, Carlos Torelli, Ashok K. Lalwani
The commentaries by Aaker (2006), Meyers-Levy (2006), and Oyserman (2006) extend the implications of the horizontal/vertical distinction described in our article (Shavitt, Lalwani, Zhang, & Torelli, 2006) in a number of interesting directions. We join these authors in calling for further research on horizontal and vertical individualism and collectivism constructs. We also highlight conceptual and structural issues that remain to be resolved and evaluate priming and other operational approaches to the study of horizontal and vertical individualism and collectivism.
Shavitt, Sharon, Jing Zhang, Carlos Torelli, and Ashok K. Lalwani (2006), "Reflections on the Meaning and Structure of Horizontal and Vertical Individualism and Collectivism," Journal of Consumer Psychology, 16 (4), 358-363.