ABSTRACT
The concept of norm, even when strictly defined as it is by Dubois (1994), cannot be theorized without raising the question of its links with other types of “mental programs” (Hofstede, 1980; see Introduction). In complying with this requirement, one is confronted with two fundamental concepts – values1 and culture – reflecting respectively the theoretical intention to universalize or, on the contrary, to particularize. The study of values was revitalized by a large body of cross-cultural research founded on Schwartz’s model (for a review, see Seligman, Olson, and Zanna, 1996). The study of cultures underwent a similar renewal in social psychology, with ongoing interest since Miller (1984) focusing on the opposition between holistic (collectivist, communitarian, etc.) and individualistic (Hofstede, 1980; Triandis, 1995) cultures.
