Five experiments were conducted with a twofold aim: firstly, examine the normativeness of some important features of Western individualism, and secondly, determine what aspect of social value serves as the anchor for their potential normativeness. Five key constituents of individualism were studied. A questionnaire composed of five sub-questionnaires was used, each one referring to an 'individualistic' constituent and to its opposing 'collectivistic' referent. Two main paradigms in the judgment-norm approach were implemented, one implying self-presentation strategies and the other implying social judgments. Together, the results revealed that only three constituents of individualism can be considered normative-self-sufficiency, individual anchoring, and internality-and that one of the constituents-the primacy of individual goals-is not normative at all, and may be even counternormative. The results pointed out an individualistic pattern that is much less homogeneous than often assumed.

n 1957, Leon Festinger put forth the theory of cognitive dissonance I (Festinger, 1957b). His book described research and proposed a theory that explained the experimental results presented. It also contained a metatheory that borrowed from the zeitgeist of the period and incited Festinger to make various generalizations, including one that made a connection between his theory and cognitive-consistency theories. In fact, extracted from the metatheory, the central element of Festinger's theory boils down to this: A person can experience an unpleasant state of arousal (state of dissonance) that can be quantified by a ratio (the dissonance ratio; see chapter 2, this volume, for further explanation) and is reduced when this ratio decreases. Cognitions are relevant and taken into consideration only to the degree that they allow for composing this ratio. Further, in 1962, Brehm and Cohen stated that everything nontrivial that this theory offers relates to the dissonance ratio. When we speak below of the "theory of '57," we are referring to this central element of Festinger's presentation.After functioning on this basis for about 10 years and producing the experimental results and classical paradigms that made its reputation, the theory was revised. These revisions consisted of the introduction of new propositions (assumptions?) that were supposed to explain 43

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m e norm of internality is defined as a social valorization

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