ABSTRACT
The Nike advertisement calling upon Americans to “just do it” illustrates the American belief that individuals can achieve anything they want to, if they have intelligence and motivation. While all Western societies share this cultural model to some extent, Americans are far more inclined than others are to explain success or failure in individualistic terms. Thus, this phenomenon has been described as the American individualistic success model, a model that combines individualism with optimism and a belief in self-discipline and hard work. For example, when asked the question, “Why are there people in this country who live in need?” more Americans chose “personal laziness” (39%) over “societal injustice” (33%) as an answer. In France, the figures were 15% and 42%, respectively (World Values Study Group 1994).
