Hofstede cautioned against applying findings based on national culture dimensions like individualism and collectivism to individuals– an error that has been called the ecological fallacy and is not uncommon (Brewer & Venaik, 2014). Rather than measure individualism and collectivism on the individual level, researchers should instead measure the traits of idio centrism and allocentrism respectively. As Hofstede (2001, p. 7) put it, “cultures are not king-size individuals.” Why should we be concerned about researchers committing the ecological fallacy