| Gudykunst et al, (1987) argued that individualism should influence self-monitoring. Cultures high on individualism focus on the self, not others. In individualistic cultures, knowing the context is not necessary to predict others' behavior, thus people from individualistic cultures are more likely to be low self-monitors. Cultures low on individualism (i.e., collectivist cultures), in contrast, value conformity to ingroups and group memberships. In collectivistic cultures, knowing the context and social status of the other person is essential to predicting his or her behavior, thus people from collectivistic cultures are more likely to be high self-monitors. [12] |
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