Cultural Differences in Targets of Stigmatization Between Individual- and Group-Oriented Cultures

This research investigated cultural differences in stigmatization of out-groups representing Goffman's distinction between "tribal stigma" and "blemishes of character." We hypothesized that "group-oriented" (vs. individual-oriented) cultures would be more likely to stigmatize nonnormative groups, including tribal out-groups (people of a different race, immigrants/foreign workers) and out-groups with blemishes of character (homosexuals, heavy drinkers, drug addicts), because of higher value of behavioral conformity and/or lower value of uniqueness. Country-level analyses with nine individual-oriented and four group-oriented countries supported our hypotheses and revealed that the cultural value of uniqueness played a more influential role than behavioral conformity. We discuss implications and directions for future research.