There are common conceptualizations of attributes that define collectivistic and individualistic cultures. The cultural norms were categorized as the individualistic and collectivist cultures. People in Western countries tend to be more individualistic than communitarian. These results are congruent with the values of collectivistic and individualistic societies. An example of culture bias is the dichotomy of "individualistic" and "collectivistic cultures". Italians seem to prefer social conceptions of leisure as opposed to individualistic conceptions. For example, psychologists can contribute insight about the differences between individualistic and collectivistic cultures. This would later on evolve into the ideas of individualistic and collectivist cultures. Many game developers are strongly individualistic and usually tolerant of divergent personalities. Collectivistic cultures tend to employ more preventive strategies than individualistic cultures. Fi can be seen as individualistic and non-conformist. With it, he posited that individualistic, competitive and conflictual society is avoidable. Over-generalizations of Appalachianites as impulsive, personalistic, and individualistic "hillbillies" abound. Independence, self-reliance, and individual rights are highly valued by members of individualistic cultures. The relationship between self-esteem and life satisfaction is stronger in individualistic cultures.