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　　本書對於跨文化議題有重大意義，內容與實用性跨及經濟、心理、文化、社會、政治、宗教學等領域，上述各領域學術研究及實務層面如相關文化政策制定、社會教育、國際非政府組織、特別是跨文化商務交流及人資管理上更有重要參考價值。

　　台灣是一個多元文化並存的所在，在當今全球多元文化轉變之下，跨文化溝通技巧已為必備技能，但國人對於此領域的資訊相對貧乏，面對國際社會競爭，跨文化議題不容小覷。

　　本書對於跨文化議題有重大意義，內容與實用性跨及經濟、心理、文化、社會、政治、宗教學等領域，上述各領域學術研究及實務層面如相關文化政策制定、社會教育、國際非政府組織、特別是跨文化商務交流及人資管理上更有重要參考價值。

　　個人主義與集體主義對於政治、社會、宗教與經濟生活層面的廣泛影響。集體主義者為緊密連結的個體，基本上視自我為群體的一部份，而群體可以是家庭、同事網絡、部落或是國家，此類人的行為主要受群體規範及責任驅使。個人主義者則受個人偏好、需求和權力驅使，置個人目標於群體之前。

　　本書從哲學、政治學、人類學、社會學與心理學相關文獻，印證文化如何形塑我們的思考方式，並引用日本、瑞典、中國大陸、希臘、俄羅斯、美國及其他國家的案例，提出強而有力的論述觀點。

　　作者挑戰心理學的普世觀點，提出證據證明思考與行為如何被文化特定因素影響，我們可以了解個人主義和集體主義的文化型態，以不同眼光觀看世界，進而對各國的生活情事有不同詮釋，有助於進一步理解犯罪率、離婚率、幸福感，在不同社會中，可以有不同的行為模式。

　　前共產主義國家趨向市場經濟的轉變，與世界各地集體主義至個人主義的轉變大同小異。工會力量的式微，全球性小型企業家的崛起，英國從工黨轉為保守黨，以及許多其他現象皆與這些構念相關。
 

作者簡介

哈利．C 泰安迪斯

　　被譽為「跨文化心理學之父」、「主觀文化之父」，現為美國伊利諾大學香檳分校心理學系教授。其理論為研究跨文化溝通者的經典必讀作品。教授為希臘裔美國人，後移居加拿大攻讀學士與碩士，1958年得到美國康乃爾大學社會心理學博士。因其雙文化背景及於世界各國研究、講學經驗，對文化差異有深度理解，並且有更細微的觀察。1997年退休後，仍然致力於跨文化研究，2009年著作（Fooling Ourselves: Self-Deception in Politics, Religion, and Terrorism）獲得美國心理學學會威廉詹姆士獎，其於跨文化領域的崇高地位及對學術的貢獻不言而喻。

　　泰安迪斯教授曾授邀至40個國家研究、演講，研究跨文化心理至今已長達60年。1981年得到美洲心理學學會心理發展學重大貢獻獎，2004年更由跨文跨研究學院在台灣頒發終身成就獎。

譯者簡介

周宛青

　　英國劍橋大學博士及碩士、美國哈佛大學碩士、美國芝加哥大學碩士，現任銘傳大學國際事務研究所及國際事務與外交學位學程助理教授。曾任考試院專門職業及技術人員口試委員、考選部題庫小組審查委員、銘傳大學國際教育交流處副處長、國際認證指導委員會審議委員、大愛電視台「全球視野」節目主持人等職。獲得中華民國私立教育事業協會「模範教師」、銘傳大學「教學傑出教師」等十餘種教學榮譽。於個人主義及集體主義國家求學及打工時期，深深感受到全球化世界了解文化及禮儀差異的重要性，多年來致力於培訓政府機構、各大公私營企業及大專院校國際化人才，於各地演講跨文化溝通及國際禮儀等課程。希望譯注此經典著作，能夠幫助華文世界跨越文化藩籬，增進文化間了解。


 

譯者序···························································································· 07
導讀 ······························································································· 10
序言································································································ 22

Chapter 1 導論：兩種構念
國家與文化···················································································· 29
案例中的文化················································································ 29
個體差異························································································ 30
社會型態························································································ 31
文化群徵、處境與行為································································ 34
我群與他群···················································································· 36
布瑞爾最適區別理論···································································· 37
構念的定義屬性············································································ 38
文化撞擊························································································ 40
構念的效用···················································································· 41
本書概要························································································ 44
 
Chapter 2 哲學和社會科學中的個人主義與集體主義
學科貢獻························································································ 51
社群主義························································································ 73

Chapter 3 個人主義與集體主義的屬性
水平和垂直···················································································· 81
個人主義與集體主義之助因························································ 90
嚴密度與複雜性構成要素···························································· 96
嚴密度、文化複雜性及個人-集體主義····································· 99
個人主義與集體主義中的個體···················································· 100
影響個人傾向之因素···································································· 102
反映個人主義與集體主義之個人屬性········································ 109

Chapter 4 個人主義和集體主義的前因與地理分布
團體生活的優點············································································ 128
由集體主義到個人主義的轉變···················································· 129
家庭結構及文化型態···································································· 130
選擇數作為個人主義的因素························································ 134
引發個人主義或集體主義的處境················································ 135
一些經典例證················································································ 137
大致發展序列················································································ 150
構念的地理分布············································································ 154

Chapter 5 個人主義與集體主義的影響
個體································································································ 160
人際關係························································································ 164
群際關係························································································ 176
社會制度························································································ 185

Chapter 6 應用：成功共事訓練
概要································································································ 207
培訓類型························································································ 209
培訓效果評量················································································ 213
訓練集體主義者與個人主義者彼此互動···································· 216
給個人主義者與集體主義者的建議············································ 222
訓練水平與垂直文化者成功共事················································ 227

Chapter 7 個人主義與集體主義評價
與政治的關係················································································ 232
地區差異························································································ 233
未來衝突························································································ 234
普遍論旨························································································ 236
集體主義的利與不利···································································· 238
個人主義的利與不利···································································· 245
綜論 ······························································································· 252
給年輕人的建議············································································ 254

附錄 個人主義與集體主義測量法
測量層級························································································ 260
測量方法歷史概觀········································································ 262
其他關於態度的研究···································································· 263
多重方法測量················································································ 265
其他學者研究················································································ 272
構念測量方法················································································ 274
目前最佳測量方法推薦································································ 276
工具一···························································································· 280
工具二···························································································· 289
參考文獻························································································ 295
索引································································································ 310

【導　讀】
 
作者介紹
 
本書原著作者泰安迪斯教授對跨文化心理學領域有巨大貢獻，被譽為「跨文化心理學之父」、「主觀文化之父」。其理論為研究跨文化溝通者的經典必讀作品。
 
泰安迪斯教授曾受邀至40個國家研究、演講，至2015年，研究跨文化心理已長達60年，著作等身、得獎無數。1981年得到美洲心理學學會心理發展學重大貢獻獎；1982年獲聘為國際跨文化心理學學會榮譽院士；1983年是印度傑出傅爾布萊特教授得主；1984年獲聘美國科學促進會院士；1992年得到美國心理學學會創立跨文化心理學傑出貢獻獎；1994年得到心理及社會議題研究社克藍伯格獎；1995年再獲美國心理學學會頒發國際心理學傑出貢獻獎；1996得到美國心理學學會的詹姆斯•麥基恩•卡特爾獎；2002年被美國心理學學會第52部-國際部門認定為年度最佳國際心理學家；2004年更由跨文跨研究學院在台灣頒發終身成就獎；2011年獲選紐西蘭維多利亞大學跨文化實務研究中心榮譽國際院士；2012年獲得人格與社會心理學社事業貢獻獎。其與香港大學的許志超博士1985年及1986年於跨文化心理學刊出版的論文，至2016年1月仍為跨文化領域被引述論文量的第三名及第九名1，可見泰安迪斯教授在跨文化領域的重要性。
 
泰安迪斯教授為希臘裔美國人，1926年生於希臘，後移居加拿大攻讀學士與碩士，1958年得到美國康乃爾大學社會心理學博士。曾任實驗社會心理學協會會長與秘書長;國際跨文化心理學協會會長;社會議題心理學研究協會會長;美洲社會心理學協會會長;國際應用心理學協會會長;美國心理學協會第八與第九部門會長等跨文化心理學學術機構要職。因其雙文化背景及於世界各國研究、講學經驗，對文化差異有深度理解，並且有更細微的觀察。1997年退休後，仍然致力於跨文化研究，2009年著作（Fooling Ourselves: Self-Deception in Politics, Religion, and Terrorism）獲得美國心理學學會威廉詹姆士獎，其於跨文化領域的崇高地位及對學術的貢獻不言而喻。

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