The first study of the given article presents the results of comparison of cul-tural dimensions Individualism-Collectivity (IND/COL) in Romania and Moldova. IND/COL were assessed with the Individualism-Collectivism questionnaire, created by Triandis (1995). The questionnaire – consisting of 32 items, 16 of which evaluate the IND scale and 16 evaluate the COL scale – has been distributed among 342 students: 181 students from Romania and 161 students from the Republic of Moldova. The results demonstate that Romanian students pro-ved to be more individualistic than those from Moldova. In the second study of the article we have compared the effectiveness of the technique of “submission without pressure” in a culture which is considered collectivistic and in a culture considered individualistic. The analyses have proved that the technique appears effective only within the individualistic culture (Romania).