Comparing Social Behaviour Across Culture and Nations: The ‘What’ and ‘Why’ Questions

How is the cultural construct of individualism-collectivism relate to self-esteem? This is a complex and challenging proposition. Self-esteem (i.e., a person’s global, evaluative view of his/her self), has resisted unequivocal definition or clear operationalization. There is a substantial literature on self-esteem hypothesis which may be stated thus: self-concept and self-esteem play important roles in a person’s decisions to engage in certain behaviour. Due to inconsistent and indeterminate findings, business researchers and cross-cultural scholars, have failed to take into account possible interaction between culture/gender and social behaviour (self). Through analyses of variance, we provide evidence, that nationality yielded a highly significant levels of self-esteem with a distinctive statistically significant main and interaction effects. This result is robust to different benchmarks (for example, Hofstede’s cultural indicators) used to measure self-esteem. The results are consistent with previous research, the cross-cultural stability of the measure makes it a potentially useful tool for evaluating the nature of self-conception across cultures. Caveats and implications are discussed.