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Relational Models and Horizontal & Vertical Individualism-Collectivism:
Unformatted Document Text:  Relational Models 15 models in eight relationship domains: exchange, distribution and use, work, relating, decision-making, influence, identity, and relationship (Haslam & Fiske, 1999). All questions were Likert-type items using seven point scales ranging from strongly disagree to strongly agree. Relational model endorsement was analyzed by computing the mean score of each relational model on all eight dimensions. Reliability coefficients of these scales, with alpha ranging from .54 to .85 were low, but expected because of the breadth of the concepts they measure (see Table 1). Part 2 of the questionnaire contained an abridged version of a measure of horizontal and vertical dimensions of individualism and collectivism developed by Singelis et al. (1995). Each of the four cultural types was measured by three Likert Type items that asked participants to agree with statements about their social relationships. Reliability coefficients alpha for the scales ranged from .58 to .81 (see Table 2). Finally, participants answered some demographic questions. Because English is the language of instruction at the Singaporean university and one of the official languages in that country, both American and Singaporean students completed the same questionnaires in English. Results Correlations Between Cultural Dimensions and Relational Models Hypothesis 1 predicted correlations between the cultural dimensions underlying Singelis et al.’s (1995) measure of horizontal and vertical individualism and collectivism and Fiske’s (1992) relational models. Specifically, it was predicted that individualism is positively correlated to market pricing, that collectivism is positively correlated to communal sharing, that a horizontal relationship orientation is positively correlated to

Authors: Koerner, Ascan.
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Relational Models
15
models in eight relationship domains: exchange, distribution and use, work, relating,
decision-making, influence, identity, and relationship (Haslam & Fiske, 1999). All
questions were Likert-type items using seven point scales ranging from strongly disagree to
strongly agree. Relational model endorsement was analyzed by computing the mean score
of each relational model on all eight dimensions. Reliability coefficients of these scales,
with alpha ranging from .54 to .85 were low, but expected because of the breadth of the
concepts they measure (see Table 1).
Part 2 of the questionnaire contained an abridged version of a measure of horizontal and
vertical dimensions of individualism and collectivism developed by Singelis et al. (1995).
Each of the four cultural types was measured by three Likert Type items that asked
participants to agree with statements about their social relationships. Reliability
coefficients alpha for the scales ranged from .58 to .81 (see Table 2). Finally, participants
answered some demographic questions. Because English is the language of instruction at
the Singaporean university and one of the official languages in that country, both American
and Singaporean students completed the same questionnaires in English.
Results
Correlations Between Cultural Dimensions and Relational Models
Hypothesis 1 predicted correlations between the cultural dimensions underlying
Singelis et al.’s (1995) measure of horizontal and vertical individualism and collectivism
and Fiske’s (1992) relational models. Specifically, it was predicted that individualism is
positively correlated to market pricing, that collectivism is positively correlated to
communal sharing, that a horizontal relationship orientation is positively correlated to


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