Observing heroic behavior and its influencing factors in immersive virtual environments.

Studying heroism in controlled settings presents challenges and ethical controversies due to its association with physical risk. Leveraging virtual reality (VR) technology, we conducted a three-study series with 397 participants from China to investigate heroic actions. Participants unexpectedly witnessed a criminal event in a simulated scenario, allowing observation of their tendency to physically intercept a thief. We examined situational factors (voluntariness, authority, and risk) and personal variables [gender, impulsivity, empathy, and social value orientation (SVO)] that may influence heroism. Also, the potential association between heroism and social conformity was explored. In terms of situational variables, voluntariness modulated participants' tendency to intercept the escaping thief, while perceived risk demonstrated its impact by interacting with gender. That is, in study 3 where the perceived risk was expected to be higher (as supported by an online study 5), males exhibited a greater inclination toward heroic behavior compared to females. Regarding other personal variables, the tendency to engage in heroic behavior decreased as empathy levels rose among males, whereas the opposite trend was observed for females. SVO influenced heroic behavior but without a gender interaction. Finally, an inverse relationship between heroism and social conformity was observed. The robustness of these findings was partly supported by the Chinese sample (but not the international sample) of an online study 4 that provided written descriptions of VR scenarios, indicating cultural variations. These results advance insights into motivational factors influencing heroism in the context of restoring order and highlight the power of VR technology in examining social psychological hypotheses beyond ethical constraints.

Adaptive adjustment after conflict with group opinion: evidence from neural electrophysiology.

Individuals inherently seek social consensus when making decisions or judgments. Previous studies have consistently indicated that dissenting group opinions are perceived as social conflict that demands attitude adjustment. However, the neurocognitive processes of attitude adjustment are unclear. In this electrophysiological study, participants were recruited to perform a face attractiveness judgment task. After forming their own judgment of a face, participants were informed of a purported group judgment (either consistent or inconsistent with their judgment), and then, critically, the same face was presented again. The neural responses to the second presented faces were measured. The second presented faces evoked a larger late positive potential after conflict with group opinions than those that did not conflict, suggesting that more motivated attention was allocated to stimulus. Moreover, faces elicited greater midfrontal theta (4-7 Hz) power after conflict with group opinions than after consistency with group opinions, suggesting that cognitive control was initiated to support attitude adjustment. Furthermore, the mixed-effects model revealed that single-trial theta power predicted behavioral change in the Conflict condition, but not in the No-Conflict condition. These findings provide novel insights into the neurocognitive processes underlying attitude adjustment, which is crucial to behavioral change during conformity.

Polychotomous traits and evolution under conformity.

Conformist and anticonformist transmission of dichotomous cultural traits (i.e., traits with two variants) have been studied both experimentally, in many species, and theoretically, with mathematical models. Signatures of types of conformity to polychotomous traits (with more than two variants; e.g., baby names and syllables in bird song) have been inferred from population-level data, but there are few models that include individual-level biases among more than two discrete variants. We generalize the standard dichotomous trait conformity model by Boyd and Richerson to incorporate [Formula: see text] role models and [Formula: see text] variants. Our analysis shows that in the case of [Formula: see text] role models, under anticonformity, the central polymorphic equilibrium [Formula: see text] is globally stable, whereas under conformity, if initially the frequencies of [Formula: see text] variants are all equal to the maximum variant frequency in the population, there is global convergence to an equilibrium in which the frequencies of these variants are all [Formula: see text] and all other variants are absent. With a general number n of role models, the same result holds with conformity, whereas under anticonformity, global convergence is not guaranteed, and there may be stable frequency cycles or chaos. If both conformity and anticonformity occur for different configurations of variants among the n role models, a variety of novel polymorphic equilibria may exist and be stable. Future empirical studies may use this formulation to directly quantify an individual's level of (anti)conformist bias to a polychotomous trait.

On random conformity bias in cultural transmission of polychotomous traits.

Mathematical models of conformity and anti-conformity have commonly included a set of simplifying assumptions. For example, (1) there are m=2 cultural variants in the population, (2) naive individuals observe the cultural variants of n=3 adult "role models," and (3) individuals' levels of conformity or anti-conformity do not change over time. Three recent theoretical papers have shown that departures from each of these assumptions can produce new population dynamics. Here, we explore cases in which multiple, or all, of these assumptions are violated simultaneously: namely, in a population with m variants of a trait where conformity (or anti-conformity) occurs with respect to n role models, we study a model in which the conformity rates at each generation are random variables that are independent of the variant frequencies at that generation. For this model a class of symmetric constant equilibria exist, and it is possible that all of these equilibria are simultaneously stochastically locally stable. In such cases, the effect of initial conditions on subsequent evolutionary trajectories becomes very complicated.

Bolder together: conformity drives behavioral plasticity in eastern gartersnakes.

Personality traits drive individual differences in behaviour that are consistent across time and context. Personality limits behavioural plasticity, which could lead to maladaptive choices if animals cannot adapt their behavior to changing conditions. Here, we assessed consistency and flexibility in one personality trait, boldness, across non-social and social contexts in eastern gartersnakes (Thamnophis sirtalis sirtalis). Snakes explored a novel open arena either alone or in a pair. Pairs were assigned based on the data from the solo trials, such that each snake was paired once with a bolder and once with a less bold partner. We predicted that snakes would conform when in a social context, displaying plasticity in their personality, and causing boldness scores to converge. We found that snakes were consistent within contexts (solo or paired), but changed their behavior across contexts (from solo to paired). Plasticity in boldness resulted from an interaction between conformity and repeatable individual differences in plasticity. In line with some data on other species, snakes conformed more when they were the less bold partner. Personality reflects a consistent bias in decision-making, but our results highlight that the cognitive processes that drive the expression of personality traits in behavior are flexible and sensitive to social context. We show that both consistency and plasticity combine to shape snake social behavior in ways that are responsive to competition. This pattern of behavior may be particularly beneficial for species in which group-living is seasonal.

Adolescent boys' aggressive responses to perceived threats to their gender typicality.

When adult men are made to feel gender-atypical, they often lash out with aggression, particularly when they are pressured (vs. autonomously motivated) to be gender-typical. Here, we examined the development of this phenomenon. Specifically, we provided a first experimental test of whether threatening adolescent boys' perceived gender typicality elicits aggression as a function of their pressured (vs. autonomous) motivation to be gender-typical. We also investigated whether this causal link emerges as a function of boys' chronological age versus pubertal development. Participants were a geographically diverse sample of 207 adolescent US boys (ages 10-14; 23.2% boys of color) and one of their parents. Boys played a "game" and received randomly-assigned feedback that their score was atypical versus typical of their gender. For boys in mid-to-late puberty (but not before), feedback that they are gender-atypical predicted an aggressive reaction, particularly among boys whose motivation to be gender-typical was pressured (vs. autonomous). Next, we explored which aspects of boys' social environments predicted their pressured motivation to be gender-typical. Boys' pressured motivation was positively correlated with their perceptions that their parents and peers would be "upset" if they deviated from gender norms, as well as with their parents' endorsement of so-called hegemonic beliefs about masculinity (i.e., that men should hold power over women). Parents with these beliefs resided in more conservative areas, had less formal education, and had lower incomes. Our results inform theorizing on gender identity development and lay the foundation for mitigating the harmful effects of gender typicality threat among adult men. RESEARCH HIGHLIGHTS: Similar to young adult men, adolescent boys in mid-to-late puberty (but not before) responded with aggression to perceived threats to their gender typicality. Aggression was heightened among boys whose motivation to be gender-typical was pressured (i.e., driven by social expectations) rather than autonomous. Which boys showed pressured motivation? Those whose parents endorsed hegemonic beliefs about masculinity (e.g., that men should have more power than people of other genders). Hegemonic beliefs about masculinity were strongest among parents who resided in more conservative US counties, had less formal education, and had lower incomes.

Act generously when others do so: Majority influence on young children's sharing behavior.

Children's sharing behavior is profoundly shaped by social norms within their society, and they can learn these norms by directly observing how most others share in their immediate environment. Here we systematically investigated the impact of majority influence on the sharing behavior of young Chinese children through three studies (N = 336, 168 girls). Four- and 6-year-olds were allowed to choose 10 favorite stickers and had an opportunity to engage in anonymous sharing. Before making the sharing decision, children were assigned to one of two conditions: watching a video in which three peers all shared 8 out of 10 stickers (i.e., the majority sharing condition) or making their decisions without watching the video (i.e., the control condition). Results showed that both the 4- and 6-year-old children shared more stickers in the majority sharing condition than in the control condition (Studies 1 & 2). Moreover, the influence of the majority had a stronger effect compared to the influence of a single role model. Children shared more stickers after observing three peers sharing, compared to watching one peer sharing three times (Study 2). Furthermore, children were less likely to copy the majority's non-sharing behavior when it came to giving away stickers without prosocial outcomes, which was particularly evident among 4-year-olds (Study 3). The results reveal that majority influence uniquely shapes children's sharing behavior and that children selectively follow the majority based on whether the behavior exhibits prosocial attributes. A video abstract of this article can be viewed at https://youtu.be/8qNNhf9754I?si=7YfpaFpcD_IjlXjJ RESEARCH HIGHLIGHTS: Observing a majority of three peers' unanimous generous sharing promoted sharing behavior in both 4- and 6-year-olds. The influence of three peers on children's sharing was stronger than that of one peer sharing three times. Four-year-olds, but not 6-year-olds, did not copy the non-sharing behavior of the majority as it did not lead to prosocial outcomes.

Decoding the Dynamics of Cultural Change: A Cultural Evolution Approach to the Psychology of Acculturation.

PUBLIC ABSTRACT: Acculturation describes the cultural and psychological changes resulting from intercultural contact. Here, we use concepts from "cultural evolution" to better understand the processes of acculturation. Cultural evolution researchers view cultural change as an evolutionary process, allowing them to borrow tools and methods from biology. Cultural evolutionary mechanisms such as conformity (copying the numerical majority), anti-conformity (copying the numerical minority), prestige bias (copying famous individuals), payoff bias (copying successful people), and vertical cultural transmission (copying your parents) can cause people to adopt elements from other cultures and/or conserve their cultural heritage. We explore how these transmission mechanisms might create distinct acculturation strategies, shaping cultural change and diversity over the long-term. This theoretical integration can pave the way for a more sophisticated understanding of the pervasive cultural shifts occurring in many ethnically diverse societies, notably by identifying conditions that empower minority-group members, often marginalized, to significantly influence the majority group and society.

Long-term follow-up demonstrates change in conformation shape of the focal choroidal excavation lesions.

PURPOSE: This study aims to present long-term observation of 5 eyes with focal choroidal excavation (FCE), focusing on morphological changes in conformity of the lesion. METHODS: A retrospective case series was conducted, including 5 eyes of 5 patients with FCE. The study utilized multimodal imaging including color fundus photography, optical coherence tomography (OCT), enhanced depth imaging OCT (EDI-OCT), fundus fluorescein angiography (FFA), fundus autofluorescence (FAF), red free imaging, and OCT angiography. RESULTS: The mean age at diagnosis was 51 ± 10.65 years, with a mean follow-up period 37 ± 13.59 months. All cases were unilateral, with 1 presenting FCE as an isolated lesion, and one patient exhibiting 2 FCEs in one eye. The mean choroidal thickness measured by EDI-OCT was 268.2 ± 63.39 µm in the affected eye. One patient displayed choroidal thickening and pachyvessels. Of the 5 eyes, one had conforming and 4 non-conforming FCE. We observed a conversion in conformity in all patients, with 4 cases transitioning from non-conforming FCE to conforming type (3 spontaneously, 1 treatment-induced). In conforming FCE, a hyporeflective space appeared twice between neuroretina and retinal pigment epithelium with spontaneous regression. CONCLUSION: We observed change in shape from the conforming to non-conforming FCE and vice versa in all patients. We consider this small change in the hyporeflective space as non-pathologic and clinically insignificant.

To stand out or to conform: Stereotypes and meta-stereotypes as barriers in the transition to sustainable diets.

What factors hinder the reduction of meat and/or dairy intake? In this study, we explored the perceived barriers that meat and/or dairy reducers experienced when shifting their diets. We particularly focused on how meat and/or dairy reducers were affected by their beliefs about how omnivores stereotype vegans (i.e., meta-stereotypes), as meta-stereotypes have not been previously explored in this context. Through open-ended questions in an online survey, we explored the experiences and perceived barriers among female meat and/or dairy reducers (n = 272), as well as their perceptions of vegans (i.e., stereotypes and meta-stereotypes), and how these perceptions affected their lived experiences. We analysed the data using reflexive thematic analysis and generated six themes. We highlighted perceptions of cost (Theme 1) and perceptions of health concerns (Theme 2) as the most dominant barriers to the reduction of meat and/or dairy intake. Regarding (meta) stereotypes, participants' perceptions of vegans were shaped by personal experiences and encounters with vegans (Theme 3), and how participants related to vegans was sometimes reflected in the language they used to describe vegans (Theme 4). Participants felt that they, or reducers more generally, were occasionally judged as vegans (Theme 5), which might influence participants' choices and conformity to eating norms (Theme 6). Meta-stereotypes may play a role in polarised dietary group perceptions, and we discuss how they are shaped by social identity processes as well as by aspects of Western food systems.

On randomly changing conformity bias in cultural transmission.

Humans and nonhuman animals display conformist as well as anticonformist biases in cultural transmission. Whereas many previous mathematical models have incorporated constant conformity coefficients, empirical research suggests that the extent of (anti)conformity in populations can change over time. We incorporate stochastic time-varying conformity coefficients into a widely used conformity model, which assumes a fixed number n of "role models" sampled by each individual. We also allow the number of role models to vary over time ([Formula: see text]). Under anticonformity, nonconvergence can occur in deterministic and stochastic models with different parameter values. Even if strong anticonformity may occur, if conformity or random copying (i.e., neither conformity nor anticonformity) is expected, there is convergence to one of the three equilibria seen in previous deterministic models of conformity. Moreover, this result is robust to stochastic variation in [Formula: see text] However, dynamic properties of these equilibria may be different from those in deterministic models. For example, with random conformity coefficients, all equilibria can be stochastically locally stable simultaneously. Finally, we study the effect of randomly changing weak selection. Allowing the level of conformity, the number of role models, and selection to vary stochastically may produce a more realistic representation of the wide range of group-level properties that can emerge under (anti)conformist biases. This promises to make interpretation of the effect of conformity on differences between populations, for example those connected by migration, rather difficult. Future research incorporating finite population sizes and migration would contribute added realism to these models.

Predicting social tipping and norm change in controlled experiments.

The ability to predict when societies will replace one social norm for another can have significant implications for welfare, especially when norms are detrimental. A popular theory poses that the pressure to conform to social norms creates tipping thresholds which, once passed, propel societies toward an alternative state. Predicting when societies will reach a tipping threshold, however, has been a major challenge because of the lack of experimental data for evaluating competing models. We present evidence from a large-scale laboratory experiment designed to test the theoretical predictions of a threshold model for social tipping and norm change. In our setting, societal preferences change gradually, forcing individuals to weigh the benefit from deviating from the norm against the cost from not conforming to the behavior of others. We show that the model correctly predicts in 96% of instances when a society will succeed or fail to abandon a detrimental norm. Strikingly, we observe widespread persistence of detrimental norms even when individuals determine the cost for nonconformity themselves as they set the latter too high. Interventions that facilitate a common understanding of the benefits from change help most societies abandon detrimental norms. We also show that instigators of change tend to be more risk tolerant and to dislike conformity more. Our findings demonstrate the value of threshold models for understanding social tipping in a broad range of social settings and for designing policies to promote welfare.

Cultural Values Influence the Developmental Trajectory of Resistance to Social Influence Over the Course of Adolescence.

The opinions of peers are among the most potent factors influencing human decision-making. Research conducted in Western societies suggests that individuals become more resistant to peer influence from late adolescence to adulthood. It is unknown whether this developmental trajectory is universal across cultures. Through two cross-national studies, we present consistent self-report and behavioral evidence for culturally distinct developmental trajectories of resistance to peer influence (RPI). Our findings from the US samples replicated prior findings that reported increasing RPI. Yet, data from the Chinese participants were better fitted using a nonlinear model, displaying a U-shaped trajectory with lowest RPI levels at around 20 years old. In contrast to the long-held belief that increasing RPI from adolescence to early adulthood is a universal developmental trait, we propose that this developmental trajectory may depend on cultural context.

Dose conformity and falloff in single-lesion intracranial SRS with DCA and VMAT methods.

BACKGROUND: Intracranial stereotactic radiosurgery (SRS) aims at achieving highly conformal dose distribution and, at the same time, attaining rapid dose falloff outside the treatment target. SRS is performed using different techniques including dynamic conformal arcs (DCA) and volumetric modulated arc therapy (VMAT). PURPOSE: In this study, we compare dose conformity and falloff in DCA and VMAT plans for SRS with a single target. METHODS: To compare dose conformity in SRS plans, we employ a novel conformity index C I d e x p $C{I}_{{d}_{exp}}$ , RTOG conformity index ( C I R T O G $C{I}_{RTOG}$ ), and Riet-Paddick conformity index ( C I R P $C{I}_{RP}$ ). In addition, we use indices R 50 % $R50\% $ , V 10 G y ${V}_{10Gy}$ , and V 12 G y ${V}_{12Gy}$ to evaluate dose falloff. For each of the considered 118 cases of SRS, two plans were created using DCA and VMAT. A two-tailed Student's t-test was used to evaluate the difference between the employed indices for the DCA and VMAT plans. RESULTS: The studied VMAT plans were characterized by higher dose conformity than the DCA plans. The differences between the conformity indices for the DCA plans and VMAT plans were statistically significant. The DCA plans had a smaller number of monitor units (MUs) and smaller indices R50%, V10 Gy, and V12 Gy than the VMAT plans. However, the differences between R50%, V10 Gy, and V12 Gy for the DCA and VMAT plans were not statistically significant. CONCLUSIONS: Although the studied VMAT plans had higher dose conformity, they also had larger MUs than the DCA plans. In terms of dose falloff characterized by parameters R50%, V10 Gy, and V12 Gy, DCA serves as a reasonable alternative to VMAT in the case of a single brain metastasis.

Strategy and Metrological Support for Indoor Radon Measurements Using Popular Low-Cost Active Monitors with High and Low Sensitivity.

Traditionally, for indoor radon testing, predominantly passive measurements have been used, typically applying the solid-state alpha track-etch method for long-term and the charcoal method for short-term measurements. However, increasingly, affordable consumer-grade active monitors have become available in the last few years, which can generate a concentration time series of an almost arbitrary duration. Firstly, we argue that consumer-grade monitors can well be used for quality-assured indoor radon assessment and consequent reliable decisions. Secondly, we discuss the requirements of quality assurance, which actually allow for reliable decision-making. In particular, as part of a rational strategy, we discuss how to interpret measurement results from low-cost active monitors with high and low sensitivity with respect to deciding on conformity with reference levels that are the annual average concentration of indoor radon. Rigorous analysis shows that temporal variations in radon are a major component of the uncertainty in decision-making, the reliability of which is practically independent of monitor sensitivity. Manufacturers of low-cost radon monitors already provide sufficient reliability and quality of calibration for their devices, which can be used by both professional inspectors and the general public. Therefore, within the suggested measurement strategy and metrologically assured criteria, we only propose to clarify the set and values of the key metrological characteristics of radon monitors as well as to upgrade user-friendly online tools. By implementing clear metrological requirements as well as the rational measurement strategy for the reliable conformity assessment of a room (building) with radon safety requirements, we anticipate significant reductions in testing costs, increased accessibility, and enhanced quality assurance and control (QA/QC) in indoor radon measurements.

Metrology for Indoor Radon Measurements and Requirements for Different Types of Devices.

Indoor radon measurements have been conducted in many countries worldwide for several decades. However, to date, there is a lack of a globally harmonized measurement standard. Furthermore, measurement protocols in the US (short-term tests for 2-7 days) and European Union countries (long-term tests for at least 2 months) differ significantly, and their metrological support is underdeveloped, as clear mathematical algorithms (criteria) and QA/QC procedures considering fundamental ISO/IEC concepts such as "measurement uncertainty" and "conformity assessment" are still absent. In this context, for many years, the authors have been advancing and refining the theory of metrological support for standardizing indoor radon measurements based on a rational criterion for conformity assessment within the ISO/IEC concepts. The rational criterion takes into account the main uncertainties arising from temporal variations in indoor radon and instrumental errors, enabling the utilization of both short- and long-term measurements while ensuring specified reliability in decision making (typically no less than 95%). The paper presents improved mathematical algorithms for determining both temporal and instrumental uncertainties. Additionally, within the framework of the rational criterion, unified metrological requirements are formulated for various methods and devices employed in indoor radon measurements.

Long-term results of a rotationally unconstrained fixed-bearing total knee prosthesis.

PURPOSE: Introduced in the market in 1990 by Ceraver (France), the posterior-stabilised (PS) Hermes prosthesis has limited literature regarding long-term survivability. The purpose of the study is to evaluate the survival and functional outcomes of the prosthesis. METHODS: A retrospective case series was performed including 164 patients (176 knees) having undergone total knee arthroplasty with the Hermes prosthesis between 1997 and 2000 with a follow-up period of 18 years. RESULTS: Kaplan-Meier analysis showed a survival rate of 99.4% (95% CI. 96.0-100.0%) at 18.4 years with one revision. At final follow-up, the International Knee Society (IKS) functional score was 93.2 ± 15.6 and IKS knee score was 99.1 ± 2.5. CONCLUSION: The Hermes PS model is a low conformity prosthesis that offers reliable durability that is comparable to other popular designs while minimizing rotational constraints and having an approachable learning curve for new users.

Associations between gendered racism, racial identity, and nicotine use among Asian American men.

OBJECTIVES: The present study utilized an intersectional framework to examine if two forms of gendered racism, psychological emasculation and messages about Asian American men being undesirable partners, were associated with Asian American men's nicotine use. We also examined the potential mediating roles of two racial identity statuses, racial conformity and racial immersion. METHODS: A sample of 356 Asian American men living in the United States of America (USA) completed a cross-sectional survey via Qualtrics containing measures assessing the aforementioned constructs of interest. The primary analysis examined separate parallel mediation models, situating psychological emasculation and undesirable partner as separate independent variables, racial conformity and racial immersion as parallel mediators, nicotine use as the outcome, and age and employment as covariates. RESULTS: In separate parallel mediation models, the links between psychological emasculation and undesirable partner on one hand, and nicotine use on the other, were completely mediated only by racial conformity, and not significantly mediated by racial immersion. Specifically, greater endorsement of gendered racism was associated with greater conformity with (and internalization of) these gendered racist beliefs, which in turn were associated with greater nicotine use. CONCLUSION: Researchers and practitioners may consider racial conformity as an interventional target to ameliorate Asian American men's nicotine use. Future studies should continue to examine other culturally relevant and/or potentially protective constructs (e.g., on the basis of gender, race, and its intersection) that may mitigate Asian American men's nicotine use.

Cultural values, parenting and child adjustment in Jordan.

This study examined associations between maternal and paternal cultural values (individualism, collectivism and conformity) and parenting dimensions (warmth, psychological control, autonomy granting, rule setting, knowledge solicitation and family obligations) and children's adjustment (internalising and externalising behaviours) in 113 families with children (Mage = 10.8 years) recruited from Zarqa, Jordan. Bivariate correlations and multiple regression analyses were used to examine study question. Results revealed that mothers' individualism was positively correlated with more maternal warmth, more rules/limit-setting and fathers' and children's perceptions regarding children's greater family obligations. Fathers' individualism was not significantly correlated with any parenting or child adjustment variables. Mothers' and fathers' higher collectivism was correlated with more maternal and paternal warmth, respectively; however, mothers' and fathers' higher conformity values were not significantly correlated with any parenting or child adjustment variables. Mothers' collectivism was not associated with any parenting or child adjustment variables after taking into account the other cultural values, child gender and mothers' education; however, fathers' higher collectivism was associated with more paternal warmth, fathers' higher expectations for children's family obligations and less child internalising behaviour. The findings have implications for understanding how cultural values are related to parenting and children's adjustment in Jordan.

Cultural values, parenting and child adjustment in Colombia.

This study examined associations of mothers' and fathers' individualism, collectivism and conformity values with parenting (warmth, rules/limit-setting, knowledge solicitation and expectations regarding children's family obligations) and child internalising and externalising behaviours in Colombia. Mothers, fathers and children (N = 100) from Medellín, Colombia were interviewed when children were, on average, 10 years old. Higher maternal collectivism and conformity values were associated with higher maternal warmth and fewer child externalising problems, whereas higher paternal collectivism was associated with lower maternal warmth and more child externalising problems. Fathers' cultural values also were related to their expectations regarding children's family obligations. The findings suggest differences in how mothers' and fathers' cultural values are related to parenting and child adjustment in Colombia, as well as the need to examine cultural values beyond individualism, collectivism and conformity values.