Two conclusions can be drawn from these considerations:
Firstly, global measures of the individualist-collectivist conceptualisation that do not take
into account the situational specificity of norms and values, may be misleading, and may be
of limited utility in predicting cultural differences in behaviour. Conway, et al. (2001)
therefore adopt an interactionist approach taking into account cultural, situational and
personality factors. Thus, it may be more fruitful to begin by conceptualising the specific
cognitions and motives that are likely to underlie the behaviour one wishes to investigate,
and in a second step determine the extent to which cultural differences in these factors
account for the behavioural decisions that are typically observed. Secondly, the dichotomies
of individualism and collectivism have to be put to the test before using them as a basis for
experimental treatment.