ABSTRACT
Moreover, within societies, the extent of collectivist sentiments will vary. Although the centre of gravity of the Chinese cultural ethos lies well within the collectivist sphere, individualism is not completely absent and in certain realms is much admired. Such is the case, for example, among investors on the Shanghai stock exchange, where the unbridled individualism of the wealthy players attracts widespread admiration. This is in large measure precisely because of their being self-made rather than reliant on family and connections for their achievements (Hertz 1998). Finding the rugged individualist as hero is not quite what one would expect from notions of the Chinese as governed by traditional Confucian values. In truth, individuals in all societies seldom escape ambivalence towards forbidden fruit.
