Individualism is a social psychological term that refers to the ways in which people identify themselves and focus their goals. Individualism, which is the opposite of collectivism, gives priority to personal goals (as opposed to the goals of a group or society). In addition, individualists tend to define their own identities according to their own personal behaviors and attributes. America is a more individualistic country (we do value individualism) whereas many Asian countries place a greater value on collectivism.
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