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According to Hofstede's individualism-collectivism index, Sweden is a highly individualistic culture. However, Swedes' tendencies toward conformity and prioritization of social cohesion over self-expression directly contradicts this notion. This study employs a grounded theory approach to interpret informant narratives on the ostensibly paradoxical relationship between collectivism and individualism in contemporary Sweden. In-depth interviews reveal that Swedish individualism-collectivism is distinguished between the public (e.g., society, community) and private (e.g., individual aspirations, the nuclear family) domains of social life. Specifically, in the public sphere, Swedes exhibit collectivist mentalities. Conversely, in the private sphere of life, Swedes prioritize individualism and autonomy. Further, informant accounts reveal that the collectivist values of self-transcendence and compliance significantly influence consumer behaviors in Sweden. Consequently, advertisers should emphasize sustainability and inclusivity when targeting this demographic of consumers.
Swedish culture is plagued with idiosyncrasies that may strike an observer as contradictory: conformist yet staunchly independent, egalitarian yet competitive, and socialistic yet highly individual (Gustavsson & Elander, 2016). One needs not wander long in the streets of Stockholm before noticing some apparent indications of conformity. Jantelagen, a set of tacit social codes pervasive in Scandinavian culture, encourages Swedes to "not believe [they] are something special" (Avant & Knutsen, 1993 pg. 453). Additionally, Swedes never seek to "stick out", often subordinating individual goals for collective ideologies (Heinö, 2009). If Swedes are steadfastly individualistic, as Hofstede's (1980) individualism index suggests, why do such salient instances of conformity occur with relative frequency in Sweden and how does it influence mainstream Swedish consumers (Shavitt & Cho, 2016)?
Evidence of the influence of cultural orientation on consumption choices are robust (Aaker, BenetMartinez, & Garolera, 2001; Liu & McClure, 2001). For example, cultural values of collectivism vs. individualism fundamentally shape ways individuals position themselves in relation to social others within society (Hong et al., 2016; Markus & Kitayama, 1991; Triandis, 2001). Western cultures (e.g., United States, France, Germany) are generally characterized by individualistic behaviors and an independent self-construal (i.e., seek independence from others, emphasizing self-expression), subordinating goals of the collective to individual aspirations (Davenport & Lloyd, 2017; Hofstede, 1980; Markus & Kitayama, 1991; Watkins & Liu, 1996). Conversely, East Asians (e.g., China, Japan, South Korea), as generally collectivist cultures, perceive themselves in relation to others - as perpetually and fundamentally interrelated...