To seek variety or uniformity: The role of culture in consumers’ choice in a group setting

Culture and the self: Implications for cognition, emotion, and motivation.

Hazel Rose Markus, Shinobu Kitayama · Psychological Review · 1991 · 20.4K citations

Social Psychology, Individual Differences, Cultural Factor +24

Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.

Daphna Oyserman, Heather M. Coon, Markus Kemmelmeier · Psychological Bulletin · 2002 · 5.6K citations

Ethnicity, Methodological Orientation, Social Psychology +16

The self and social behavior in differing cultural contexts.

Harry C. Triandis · Psychological Review · 1989 · 4.9K citations

Cultural Complexity, Social Psychology, Education +20

A study of normative and informational social influences upon individual judgment.

Morton Deutsch, Harold B. Gerard · Journal of Abnormal & Social Psychology · 1955 · 4.7K citations

Behavioral Decision Making, Social Psychology, Social Influence +18

The Measurement of Independent and Interdependent Self-Construals

Theodore M. Singelis · Personality and Social Psychology Bulletin · 1994 · 3.5K citations

Social Identity, Culture, Self-awareness +15