Cultural Differences in Targets of Stigmatization Between Individual- and Group-Oriented Cultures

Abstract

This research investigated cultural differences in stigmatization of out-groups representing Goffman's distinction between “tribal stigma” and “blemishes of character.” We hypothesized that “group-oriented” (vs. individual-oriented) cultures would be more likely to stigmatize nonnormative groups, including tribal out-groups (people of a different race, immigrants/foreign workers) and out-groups with blemishes of character (homosexuals, heavy drinkers, drug addicts), because of higher value of behavioral conformity and/or lower value of uniqueness. Country-level analyses with nine individual-oriented and four group-oriented countries supported our hypotheses and revealed that the cultural value of uniqueness played a more influential role than behavioral conformity. We discuss implications and directions for future research.

Notes

Note. HDI = United Nations Human Development Index.

Note. HDI = United Nations Human Development Index; NE = Northern European.

^† p < .10. *p < .05. **p < .01. ***p < .001.

¹We also explored cultural differences for the eight other items that represent other dimensions of Schwartz's values. We found no statistically significant differences between the Northern European/American and East Asian countries in our sample on any of these other eight items.

Note. HDI = United Nations Human Development Index; NE = Northern European.

^† p < .10. *p < .05. **p < .01. ***p < .001.

Note. HDI = United Nations Human Development Index; NE = Northern European.

^† p < .10. *p < .05. **p < .01. ***p < .001.

Note. HDI = United Nations Human Development Index.

^† p < .10. *p < .05. **p < .01. ***p < .001.