Individual differences in individualism and collectivism predict ratings of virtual cities’ liveability and environmental quality.

The present research investigated individual differences in individualism and collectivism as predictors of people’s reactions to cities. Psychology undergraduate students (N = 148) took virtual guided tours around historical cities. They then evaluated the cities’ liveability and environmental quality and completed measures of individualism and collectivism. Mediation analyses showed that people who scored high in self-responsibility (individualism) rated the cities as more liveable because they perceived them to be richer and better resourced. In contrast, people who scored high in collectivism rated the cities as having a better environmental quality because they perceived them to (a) provide a greater potential for community and social life and (b) allow people to express themselves. These results indicate that people’s evaluations of virtual cities are based on the degree to which certain aspects of the cities are perceived to be consistent with individualist and collectivist values.