Theoretical and methodological controversies that are present in the scientific literature about individualism and collectivism, as well as its implications for the evaluation of national cultures are reviewed. Some value conceptual models, as well as the issues related to theory and measurement of individualism and collectivism and the controversies that are present in this area are discussed. As a conclusion, some critical aspects in the literature that should be taken into account by researchers interested in the study of culture influences in social behavior, as well as the range of application of this theoretical background to the Brazilian sociocultural context are highlighted.
individualism; collectivism; national culture