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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Exploration of Collectivism in Contemporary Sweden

Author(s): Kathy Tian, Tian Guang

Citation: Kathy Tian, Tian Guang, (2017) "Exploration of Collectivism in Contemporary Sweden," Journal of Applied Business and Economics, Vol. 19, Iss.11, pp.10-26

Article Type: Research paper

Publisher: North American Business Press

Abstract:

According to Hofstede’s individualism-collectivism index, Sweden is a highly individualistic culture.

However, Swedes’ tendencies toward conformity and prioritization of social cohesion over selfexpression

directly contradicts this notion. This study employs a grounded theory approach to interpret

informant narratives on the ostensibly paradoxical relationship between collectivism and individualism in

contemporary Sweden. In-depth interviews reveal that Swedish individualism-collectivism is

distinguished between the public (e.g., society, community) and private (e.g., individual aspirations, the

nuclear family) domains of social life. Specifically, in the public sphere, Swedes exhibit collectivist

mentalities. Conversely, in the private sphere of life, Swedes prioritize individualism and autonomy.

Further, informant accounts reveal that the collectivist values of self-transcendence and compliance

significantly influence consumer behaviors in Sweden. Consequently, advertisers should emphasize

sustainability and inclusivity when targeting this demographic of consumers.