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Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
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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.