Individualist and collectivist cultures emphasize different core values, shaping personality in distinct ways. In individualist cultures, such as those in the United States, England, and Australia, people prioritize independence, competition, and personal achievement. These societies tend to promote self-focused traits, with individuals often reporting higher levels of self-esteem. In contrast, collectivist cultures, commonly found in regions like Asia, Africa, and South America, emphasize social harmony, respect, and the collective good. In these societies, social traits are more valued, and behavior is shaped heavily by social norms and group expectations.

The way personality is expressed and understood differs across these cultural contexts. In individualist societies, traits like assertiveness and personal success are celebrated, while in collectivist cultures, qualities like empathy and cooperation take precedence. Research has shown that personality assessments in collectivist societies are more meaningful when interpreted within the cultural context. For instance, in Papua New Guinea, assessments revealed that individuals' behaviors and traits align more with their cultural values than with universal personality frameworks. Similarly, studies on Native American populations have highlighted the importance of incorporating cultural sensitivity when conducting psychological assessments, recognizing the unique historical and social factors influencing these communities.

However, it's important not to oversimplify the differences between individualist and collectivist cultures. Not all individuals in these societies strictly follow cultural norms. Roughly 60% of people in individualist cultures exhibit individualist traits, while the same proportion in collectivist societies display collectivist traits. Additionally, collectivism varies significantly within regions, with notable differences across Asian cultures. These complexities illustrate that while cultural values strongly influence personality, individual variation and regional differences are significant to consider when analyzing human behavior across societies.