Page No – 149-156
Shalini Duggal Jha and Kamlesh Singh
Indian Institute of Technology, Delhi
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The study explored the occurrence of cultural orientation in terms of individualism – collectivism across northern India. The four places identified for the purpose of this study differed on the level of urbanization according to the Census of India and comprised of a metro city (Delhi), a city at the state level (Chandigarh), a town (Rohtak) and many villages like Bohar, Kutana, Nandal and Rithal in the state of Haryana. Results revealed that there were no significant differences on individualistic cultural orientation across location groups. However, for collectivistic cultural orientation it was observed that at higher urbanization levels, collectivism level was lower (F=41.41, p<0.001). The present research also found that in most cases females had significantly higher scores on both individualism and collectivism as compared to males ensuing that females have an overall larger spectrum of cultural orientation
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