MATING STRATEGIES ALONG NARROWING DEFINITIONS OF INDIVIDUALISM AND COLLECTIVISM

Past research examining individualism and collectivism on sociosexuality, an individual’s willingness to engage in sexual relations without a committed relationship, have mainly compared sociosexuality between cultures. Furthermore, these studies tend to treat individualism and collectivism simply as grouping variables of traditionally individualist and collectivist cultures. This study was the first to examine individualism and collectivism effects on sociosexuality within a single culture, measuring individualism and collectivism by (1) ethnic group (White or Asian American), (2) measured individualism-collectivism, and (3) individualism/collectivism targeted toward an in-group (i.e., friends, family) and social obligation group (i.e., colleagues, neighbors). Data were collected from 200 White and/or Asian American college students. Sociosexuality was predicted by individualism/collectivism, where higher levels of individualism reflected a more unrestricted sociosexuality. And collectivism targeted toward an in-group solidarity group was associated with a more restricted sociosexuality while collectivism toward a social obligation group resulted in a more unrestricted sociosexuality. Discussion addresses limitations of the current research, highlighting the importance of appropriately measuring individualism and collectivism and its influence on sustaining relationships in a time of diverse cultural values.