Exploring the self-concept in an African culture

Self-concept orientations (individualistic, collectivistic, and moralistic) were examined for 210 Zimbabwe college students of a Shona cultural background. Although the students tended to endorse an individualistic self-concept orientation to a significant extent, the women and the older students were more inclined to perceive of the self-concept as collectivistic and moralistic in orientation. Implications for self-concept models for African cultures and suggestions for further research are discussed.