Individualists define the Self independently of groups (Hui, 1998). Their independent view of the Self highlights separateness, internal attributes and uniqueness. Personal goals are given priority over communal goals or interests. Therefore, in individualist cultures, identity is defined by what one owns, experiences, and accomplishes. Individualists generally do not feel strong obligations towards family or community. Their own needs are very important and, as such, they are usually more focused on fulfilling their own interests, which they place above those of the group (Kim, Forsythe & Moon, 2002). They take care of themselves and downplay the needs of the group if they conflict with personal desires (Wagner & Moch 1986). In contrast, people from collectivist cultures generally hold an interdependent view of the Self that highlights relationships, social context, and connectedness with others in society. Thus, in collectivist cultures, identity is defined by one’s relationship to others within the community or in-group (Triandis, 1995). Collectivists tend to sacrifice personal goals for those of the in-group and emphasize harmony, interdependence and concern for the collective (Triandis, 1995). Therefore, collectivists are more focused on others and making sure that behaviors, expressions and desires fit into what is welcomed by and acceptable to the collective (Kim et al., 2002).