Individualistic cultures are those that stress the needs of the individual over the needs of the group as a whole. In this type of culture, people are seen as independent and autonomous. Social behavior tends to be dictated by the attitudes and preferences of individuals
In individualistic cultures, people are considered "good" if they are strong, self-reliant, assertive, and independent. This contrasts with collectivistic cultures where characteristics like being self-sacrificing, dependable, generous, and helpful to others are of greater importance.