Individualistic vs. Collectivistic Societies
In attempting to understand the differences between individualistic and collectivistic societies, there is a sharp contrast between how each society views happiness. In collectivistic societies, value is placed upon face, honor, public reputation as their responsibilities lie in fulfilling one’s social roles. In comparison, individualistic societies place value on molding one’s identify and uniqueness. With individualistic cultures and societies, the focus is mainly on the individual. Pursuing personal happiness is the ultimate motivation for all actions. Values such as “enjoying life” and being happy are strongly affluent in Western, individualistic societies. In contrast, collectivistic societies, place more emphasis on “social recognition,” and “honoring parents and elders.” (Ahuvia) So, the case can be made that people in individualistic societies are, on average, happier. The difference lies within what each society values; individualistic societies place a higher emphasis on intrinsic goals, such as personal growth, while collectivistic societies place more of a importance on extrinsic goals, such as financial success. By focusing more on intrinsic goals, people place less priority over financial success and social recognition and focus more on developing autonomy, making contributions to the community, affiliations, etc. in which is associated with a higher subjective well being. Pursing life goals are also linked to a higher subjective well being, or happiness, because these goals come from within oneself; whereas, pursing goals motivated out of feelings of guilt, social pressure, anxiety, fear, etc. is associated with lower levels of self- actualization. Thus, leading to a lower level of happiness as it conflicts with one’s desire to follow their own inner compass. Thus, people in individualistic societies tend to consume more foods, automobiles, clothing, and most importantly, leisure. Since there is more of an emphasis on consumer culture in individualistic societies, it is easy to give in to consume more. Meanwhile people in collectivistic societies consume as well, but not as much as people in individualistic societies. However, it is not to say that consuming more with yield a higher subjective well being. The importance lies on creating more individualistic cultures that encourage people to pursue their own personal happiness over honor and meeting social obligations (Ahuvia, "Virginia Commonwealth University").