An enquiry concerning the principles of cultural norms and values: The impact of uncertainty and mortality salience on reactions to violations and bolstering of cultural worldviews

This enquiry concerning the principles of cultural norms and values focuses on the impact of mortality and uncertainty salience on people’s reactions to events that violate or bolster their cultural norms and values. Five experiments show that both mortality and uncertainty salience influence people’s reactions to violations and bolstering of their cultural worldviews, yielding evidence for both terror and uncertainty management theories. Interestingly, the five experiments consistently reveal that uncertainty salience has a bigger impact on people’s reactions than mortality salience, suggesting that the former may be a more important antecedent of reactions to norms and values than the latter. Findings further suggest that uncertainty salience did not instigate death-thoughts whereas reactions to norms and values were stronger among mortality salient participants who thought of uncertainty as a result of the mortality salience manipulation than mortality salient participants who did not think of uncertainty following this manipulation. Implications are discussed.     

Evidence for terror management theory: I. The effects of mortality salience on reactions to those who violate or uphold cultural values

On the basis of terror management theory, it was hypothesized that when mortality is made salient, Ss would respond especially positively toward those who uphold cultural values and especially negatively toward those who violate cultural values. In Experiment 1, judges recommended especially harsh bonds for a prostitute when mortality was made salient. Experiment 2 replicated this finding with student Ss and demonstrated that it occurs only among Ss with relatively negative attitudes toward prostitution. Experiment 3 demonstrated that mortality salience also leads to larger reward recommendations for a hero who upheld cultural values. Experiments 4 and 5 showed that the mortality salience effect does not result from heightened self-awareness or physiological arousal. Experiment 6 replicated the punishment effect with a different mortality salience manipulation. Implications for the role of fear of death in social behavior are discussed.     

The attenuating effect of mortality salience on dishonest behavior

People are easily tempted to engage in dishonest behavior when an incentive is given and when full anonymity is provided. In the present work, we investigated existential threat as a motivational factor that might reduce dishonest behavior. Research based on terror management theory has found that mortality salience increases the motivation to fulfill salient values of one’s cultural worldview. Assuming the concept of honesty is important to human societies, we hypothesized that mortality salience will reduce dishonest behavior when the concept of honesty is salient. In two experiments, we assessed dishonesty under full anonymity by applying a die-under-the-cup paradigm with the expected value serving as a stochastic baseline for honest behavior. Both experiments provided support for our hypothesis. Given an incentive to cheat, when the concept of honesty was cognitively activated by a word-search puzzle (Study 1) or by the name of the dice game (i.e., “honest game”; Study 2), mortality salient participants showed not only less dishonest behavior but actually honest behavior.

     

The role of control motivation in mortality salience effects on ingroup support and defense

Terror management research has shown that mortality salience (MS) leads to increased support and defense of cultural ingroups and their norms (i.e., worldview defense, WD). The authors investigated whether these effects can be understood as efforts to restore a generalized sense of control by strengthening one's social ingroup. In Studies 1-3, the authors found that WD was only increased following pure death salience, compared with both dental pain salience and salience of self-determined death. As both the pure death and the self-determined death conditions increased accessibility of death-related thoughts (Study 4), these results do not emerge because only the pure death induction makes death salient. At the same time, Study 5 showed that implicitly measured control motivation was increased in the pure death salience condition but not under salience of both self-determined death and dental pain. Finally, in Study 6, the authors manipulated MS and control salience (CS) independently and found a main effect for CS but not for MS on WD. The results are discussed with regard to a group-based control restoration account of terror management findings.     

OPPOSING STANDARDS WITHIN THE CULTURAL WORLDVIEW: TERROR MANAGEMENT AND AMERICAN WOMEN'S DESIRE FOR UNIQUENESS VERSUS INCLUSIVENESS

Two different standards within American women's overall cultural worldview were examined in two studies: standing out and fitting in. American culture prescribes and values uniqueness, yet gender norms for women prescribe and value inclusiveness. Thus, unlike American men, American women encounter incongruent cultural norms that make it unclear which she will uphold when faced with thoughts of death. We hypothesized that, for women (and not men), gender salience would moderate worldview adherence. Using standard terror management manipulations, American women were subjected to a self or gender prime (Study 1) as well as a non-gender-group prime and compared to men (Study 2). Results showed that under mortality salience, women primed with gender identified more with their gender group, were more likely to behave inclusively, and were more likely to desire affiliation. In contrast, those primed with the self, a non-gender-group prime, as well as men, were more likely to desire uniqueness. These findings suggest that, for an American woman, both inclusiveness and uniqueness are responses to mortality salience, depending on her momentary reference point.     

A blast from the past: The terror management function of nostalgia

According to terror management theory, people turn to meaning-providing structures to cope with the knowledge of inevitable mortality. Recent theory and research suggest that nostalgia is a meaning-providing resource and thus may serve such an existential function. The current research tests and supports this idea. In Experiments 1 and 2, nostalgia proneness was measured and mortality salience manipulated. In Experiment 1, when mortality was salient, the more prone to nostalgia participants were, the more they perceived life to be meaningful. In Experiment 2, when mortality was salient, the more prone to nostalgia participants were, the less death thoughts were accessible. In Experiment 3, nostalgia and mortality salience were manipulated. It was found that nostalgia buffered the effects of mortality salience on death-thought accessibility.     

Creative innovation or crazy irrelevance? The contribution of group norms and social identity to creative behavior

This paper develops an analysis of innovative behavior and creativity that is informed by the social identity perspective. Two studies manipulated group norms and analyzed their impact on creative behavior. The results of Study 1 show that when people are asked to make a creative product collectively they display conformity to ingroup norms, but that they deviate from ingroup norms when group members make the same products on their own. A parallel result was found in group members’ private perceptions of what they consider creative. In Study 2, the social identity of participants was made salient. Results showed conformity to group norms even when group members worked on their own creations. Findings suggest that innovative behavior is informed by normative context, and that in contexts in which people operate as members of a group (either physically through collective action, or psychologically through social identity salience) innovation will respect normative boundaries.     

From the grave to the cradle: evidence that mortality salience engenders a desire for offspring

On the basis of terror management theory, the authors hypothesized that reminders of mortality (mortality salience) should promote the desire for offspring to the extent that it does not conflict with other self-relevant worldviews that also serve to manage existential concerns. In 3 studies, men, but not women, desired more children after mortality salience compared with various control conditions. In support of the authors' hypothesis that women's desire for offspring was inhibited as a function of concerns about career success, Study 3 showed that career strivings moderated the effect of mortality salience on a desire for offspring for female participants only; furthermore, Study 4 revealed that when the compatibility of having children and a career was made salient, female participants responded to mortality salience with an increased number of desired children. Taken together, the findings suggest that a desire for offspring can function as a terror management defense mechanism.     

Social identity and worldview validation: the effects of ingroup identity primes and mortality salience on value endorsement

In this article, the authors report an investigation of the relationship between terror management and social identity processes by testing for the effects of social identity salience on worldview validation. Two studies, with distinct populations, were conducted to test the hypothesis that mortality salience would lead to worldview validation of values related to a salient social identity. In Study 1, reasonable support for this hypothesis was found with bicultural Aboriginal Australian participants (N = 97). It was found that thoughts of death led participants to validate ingroup and reject outgroup values depending on the social identity that had been made salient. In Study 2, when their student and Australian identities were primed, respectively, Anglo-Australian students (N = 119) validated values related to those identities, exclusively. The implications of the findings for identity-based worldview validation are discussed.     

Terror management and stereotyping: why do people stereotype when mortality is salient?

Three studies examine two routes by which mortality threats may lead to stereotyping. Mortality salience may activate both a comprehension goal and an enhancement goal. Enhancement goals are likely to be more active in situations where intergroup competition or conflict is salient. If this is not the case, then a comprehension goal will predominate. In line with a why-determines-how logic, when mortality salience activates a comprehension goal, both positive and negative stereotyping occur. In contrast, the activation of an enhancement goal only increases negative stereotyping.     

Structured Terror: Further Exploring the Effects of Mortality Salience and Personal Need for Structure on Worldview Defense

ABSTRACT Previous research indicates that people respond to heightened death‐related cognition with increased defense of predominant cultural beliefs (cultural worldview defense). However, recent research indicates that individual differences in personal need for structure (PNS) impact responses to threatening thoughts of death such that those high, but not low, in PNS respond to death thoughts by seeking a highly structured, clear, and coherent view of the world. Research has yet to fully consider the extent to which PNS affects the cultural worldview defenses typically exhibited after death is rendered salient. The current 3 studies examine the potential for PNS to determine the extent to which people respond to mortality salience with increased worldview defense. In all three studies PNS was measured and mortality salience induced. Subsequently, university‐related (Study 1) or religious (Studies 2 and 3) worldview defense was assessed. Only individuals high in PNS responded to mortality salience with increased worldview defense.     

Being modest makes you feel bad: Effects of the modesty norm and mortality salience on self‐esteem in a collectivistic culture

Terror management research shows that existential terror motivates people to live up to social norms. According to terror management theory (TMT), people can achieve a sense of self‐worth through compliance with social norms. However, this has not yet been empirically tested. Modesty has long been known as an important social norm in Eastern cultures, such as China, Japan, and Korea. The current research examined whether conforming to the modesty norm in response to reminders of death concerns increases self‐esteem for Chinese. In Study 1, following the modesty norm (i.e., explicit self‐effacement) led to decreased implicit self‐esteem, however, this was only the case if mortality was salient. In Study 2, violating the modesty norm (i.e., explicit self‐enhancement) increased implicit self‐esteem – however – again, this was only the case when mortality was salient. These findings indicate that self‐esteem cannot be maintained through compliance with the modesty norm. Implications of this research for understanding the interplay between self‐esteem and social norms in terror management processes are discussed.     

Implications of Religious Identity Salience,Religious Involvement,and Religious Commitment on Aggression

Social identity can affect perceptions of external threats and the type of response elicited to those threats. Religion is a social identity with eternal group membership and revered beliefs and values; thus, religious identity salience, religious commitment, and religious involvement may have implications for aggressive responses to perceived threats to a person’s religious identity. In a sample of 176 Christians, Muslims, and Jews, we investigated whether people respond aggressively to collective threat as a function of religious identity salience, religious commitment, and religious involvement. Religious commitment was positively related to anger only when religious identity was salient. Religious involvement was negatively related to anger and hostility only when religious identity was salient. Religious identity salience appears to act as a moderator by either enhancing perceptions of threat or by activating internal religious beliefs and values.     

Primary and secondary deviational salience: predictors, consequences, symptoms and strategies

In this article, the model of deviational salience [italics added], which explains the relationship between self-perceptions and perceptions in general is extended. Original analysis indicated that when individuals evaluate themselves as deviating negatively from their perception of the norm of a salient environmental stimulus, that stimulus becomes more meaningful. Reexamination of the original data indicates that this outcome also occurs when an individual's self-perceptions are incongruent with quantifiable objective norms. Furthermore, interaction between the two sufficient antecedent conditions of primary deviational salience, negative self-perceptions and incongruence, produces secondary deviational salience. The major dysfunctional consequences of both primary and secondary classifications have been examined. Those most debilitating involve misattribution based on the salient feature and obsessive concern over the feature. Finally, several rational-emotive approaches aimed at reducing deviational salience along with the maladaptive behavioral symptoms have been proposed.     

Cultural influences on terror management: Independent and interdependent self-esteem as anxiety buffers

Terror management theory (TMT) proposes that self-esteem serves as a defense against the fear of death. Previous research has suggested that independent self-esteem is more salient in individualist cultures, whereas interdependent self-esteem is more salient in collectivist cultures. Thus, we hypothesized that in collectivist cultures, independent self-esteem would play a lesser role and interdependent self-esteem a greater role in terror management, compared to individualist cultures. The results support this prediction. In Study 1, personal self-esteem was negatively associated with death anxiety in samples from a Western (Austria) and Eastern (China) culture. However, both self-liking and self-competence were negatively associated with death anxiety among Austrian participants, but only self-liking (and not self-competence) was so among Chinese participants. Surprisingly, collective self-esteem was not significantly correlated with death anxiety. Yet, Study 2 showed that among Chinese participants, relational self-esteem was negatively associated with death anxiety. Study 3 examined the roles of relational versus personal self-esteem in moderating the effects of mortality salience on worldview defense. Among Chinese participants, relational rather than personal self-esteem increased the defense of worldviews centered on collectivist-Chinese values following mortality salience (Study 3a). In contrast, among Austrian participants, personal rather than relational self-esteem attenuated the effect of mortality salience on the defense of individualist-Austrian worldviews (Study 3b). Self-esteem serves a terror management function in both collectivist and individualist cultures; however, the differences between cultural worldviews determine the type of self-esteem that is more relevant to terror management processes.     

Culturally divergent responses to mortality salience

Two experiments compared the effects of death thoughts, or mortality salience, on European and Asian Americans. Research on terror management theory has demonstrated that in Western cultural groups, individuals typically employ self-protective strategies in the face of death-related thoughts. Given fundamental East-West differences in self-construal (i.e., the independent vs. interdependent self), we predicted that members of Eastern cultural groups would affirm other people, rather than defend and affirm the self, after encountering conditions of mortality salience. We primed European Americans and Asian Americans with either a death or a control prime and examined the effect of this manipulation on attitudes about a person who violates cultural norms (Study 1) and on attributions about the plight of an innocent victim (Study 2). Mortality salience promoted culturally divergent responses, leading European Americans to defend the self and Asian Americans to defend other people.     

Comparing to perfection: How cultural norms for appearance affect social comparisons and self-image

Theory and research suggests that cultural norms for appearance present unrealistic standards of beauty which may contribute to women's body dissatisfaction. In Study 1, women described their appearance more negatively than men and made more upward social comparisons about their bodies, but not about other domains. Women also compared more than men with unrealistic targets (e.g., models). In Study 2, we explored the role of cultural norms for appearance in social comparisons with relevant (peer) or irrelevant (model) superior targets. When cultural norms were not salient, participants judged a peer to be more relevant, compared more with the peer, and were more negatively affected by the peer. However, when cultural norms were salient, participants judged a professional model to be equally relevant, compared more with the model and felt worse after exposure to the model. We discuss the powerful role of cultural norms in determining social comparison processes and self-appraisals.     

The creative spark of death: The effects of mortality salience and personal need for structure on creativity

Previous research indicates that the awareness of death can be a barrier to creative expression. Specifically, when mortality is rendered salient, creativity is inhibited. However, no studies have considered how individual differences may impact the effect of mortality salience on creativity. Past research has found that mortality salience increases explorative thought processes for individuals low in personal need for structure. Thus, for these people, mortality salience may increase, not decrease, creativity. The current study examined this possibility. Personal need for structure was measured, mortality salience was experimentally manipulated, and creativity was assessed. As predicted, mortality salience increased creativity amongst individuals low in personal need for structure. No effect of mortality salience was observed amongst individuals high in personal need for structure.     

Self‐Protective Altruism

Prosocial behavior accentuates the tension between two conflicting human motivations, self‐interest and belongingness. Responding to the needs of others may compromise self‐interest. Acting callously, however, may lead to social disproval. These antagonistic responses are existentially meaningful as belongingness and self‐esteem have been found to regulate death anxiety. In this paper I critically examine three possible hypotheses concerning the tension between egotism and prosociality from a terror management perspective. The first hypothesis, the carpe diem hypothesis, suggests that when death is salient egotistic self‐interest overrides other‐oriented responses. The second hypothesis, the norm salience hypothesis, suggests that when death is salient people will respond according to the momentarily accessible social norm. The third hypothesis, the self‐protective altruism hypothesis, argues that when the prosocial cause reminds people of their fragile, mortal nature people will turn away from helping when death is salient, but when the prosocial cause is benign death salience will increase prosocial responding.     

Effects of salience are short-lived

ABSTRACT— A salient event in the visual field tends to attract attention and the eyes. To account for the effects of salience on visual selection, models generally assume that the human visual system continuously holds information concerning the relative salience of objects in the visual field. Here we show that salience in fact drives vision only during the short time interval immediately following the onset of a visual scene. In a saccadic target-selection task, human performance in making an eye movement to the most salient element in a display was accurate when response latencies were short, but was at chance when response latencies were long. In a manual discrimination task, performance in making a judgment of salience was more accurate with brief than with long display durations. These results suggest that salience is represented in the visual system only briefly after a visual image enters the brain.