Collectivism
Hofstede (1980) was highly influential in ushering in an era of cross-cultural research making comparisons along the dimension of collectivism versus individualism. Hofstede conceptualized collectivism and individualism as part of a single continuum, with each cultural construct representing an opposite pole. The author characterized individuals that endorsed a high degree of collectivism as being embedded in their social contexts and prioritizing communal goals over individual goals.