Collectivism and individualism are two contrasting cultural dimensions that describe how people prioritize the group versus the individual. Collectivism emphasizes the needs, goals, and welfare of the community or group over personal desires, fostering interdependence and collaboration. In contrast, individualism prioritizes personal autonomy, self-reliance, and individual rights, leading to a focus on personal achievements and independence. Understanding these concepts is crucial for developing effective global advertising strategies as they influence consumer behavior and preferences across different cultures.
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