the individualism vs. collectivism dimension considers the degree to which societies are integrated into groups and their perceived obligations and dependence on groups
individualistlikes ühiskondades on märksõnadeks sõltumatus, eneseteostus, ainukordne isiksus, kollektivistlikes ühiskondades aga harmoonia, solidaarsus ja seotus teistega. Turundustegevuses kasutatakse sageli ühe ja sama kauba/teenuse reklaamimiseks erinevat sõnumit.
individualism indicates that there is a greater importance placed on attaining personal goals. Collectivism indicates that there is a greater importance placed on the goals and well-being of the group
