Different selves,different values: Effects of self‐construals on value activation and use

Three experiments demonstrated structural properties and dynamic effects of self‐construal on the processing and use of values. In Study 1, it was found that self‐focus during encoding caused spontaneous cognitive clustering of individualistic versus relational values. Study 2 demonstrated that self‐construal affected the implicit weight of a value‐related attribute in a multi‐attribute choice task. In Study 3, behavioral intentions were better predicted by personal values than social norms when the personal self was primed, whereas social norms predicted better when the collective self was primed. The effects of manipulated self‐construal were mimicked when comparing participants with an individualistic versus collectivistic cultural background. No interaction was found between priming and cultural background. Taken together, the studies demonstrated that different domains of the self are associated with different values, which may instigate different cognitive and behavioral processes when activated. Copyright © 2008 John Wiley & Sons, Ltd.     

Individuality or Conformity? The Effect of Independent and Interdependent Self-Concepts on Public Judgments

When both independent and interdependent self‐concepts are available, priming either self‐concept will increase the accessibility in memory of the motivations and cognitions associated with it. Thus, priming the interdependent self may activate motivation to maintain harmony and conform to others’ opinions, whereas priming the independent self is likely to activate motivation to be independent and to withstand social pressure. Two experiments investigated implications of these possibilities for judgments of risk when participants anticipated (or not) explaining their judgments to others. Participants relied on others’ beliefs only when their interdependent self was primed and they expected they might have to explain their judgments to others. When their independent self was primed, expectations to communicate theirjudgments had no effect. Culture‐based differences in individualism vs. collectivism had no impact on these effects.     

Individualism–collectivism and organ donation intentions

This article investigates the impact of individualism–collectivism on a person's willingness to donate organs. In Study 1, an online survey showed that individualism–collectivism was significantly and positively associated with participants' willingness to register as organ donors while perceived benefit mediated this relationship. Study 2 demonstrated the causal effect of individualism–collectivism on organ donation intentions using a priming technique. Participants primed with collectivism were more likely to register as organ donors than those primed with individualism. Our findings provide unique insights into whether cultural values (i.e., individualism–collectivism) can predict people's organ donation intentions.     

Individualist and collectivist norms: when it's ok to go your own way

We conducted two studies to investigate the influence of group norms endorsing individualism and collectivism on the evaluations of group members who display individualist or collectivist behaviour. It was reasoned that, overall, collectivist behaviour benefits the group and would be evaluated more positively than would individualist behaviour. However, it was further predicted that this preference would be attenuated by the specific content of the group norm. Namely, when norms prescribed individualism, we expected that preferences for collectivist behaviour over individualist behaviour would be attenuated, as individualist behaviour would, paradoxically, represent normative behaviour. These predictions were supported across two studies in which we manipulated norms of individualism and collectivism in an organizational role‐play. Furthermore, in Study 2, we found evidence for the role of group identification in moderating the effects of norms. The results are discussed with reference to social identity theory and cross‐cultural work on individualism and collectivism. Copyright © 2002 John Wiley & Sons, Ltd.     

‘We're all individuals’: group norms of individualism and collectivism,levels of identification and identity threat

Three studies were conducted to investigate the power of group norms of individualism and collectivism to guide self‐definition and group behavior for people with low and high levels of group identification. Study 1 demonstrates that in an individualist culture (North America), those who identify highly with their national identity are more individualist than low identifiers. In contrast, in a collectivist culture (Indonesia) high identifiers are less individualist than low identifiers. Study 2 manipulates group norms of individualism and collectivism, and shows a similar pattern on a self‐stereotyping measure: High identifiers are more likely to incorporate salient group norms prescribing individualism or collectivism into their self‐concept than low identifiers. Study 3 replicates this effect and shows that high identifiers conform more strongly to group norms, and self‐stereotype themselves in line with the salient norm than low identifiers when their group is threatened. Hence, the findings suggest that when there is a group norm of individualism, high identifiers may show individualist behavior as a result of conformity to salient group norms. Copyright © 2002 John Wiley & Sons, Ltd.     

Three components of individualism

In this article, following an assumption that individualism and collectivism are separate factors, we have further established that three central components of individualism can be distinguished. In the first part of the article we examined whether the three proposed components of individualism—autonomy, mature self‐responsibility, and uniqueness—can be distinguished from each other in one cultural context, Estonia. A new scale was developed to measure the three aspects of individualism which demonstrated both the reasonable internal‐consistency reliability as well as convergent and divergent validity with several other measures of individualism and collectivism and related constructs. In the second part of the article we studied whether individualism generalizes across specific contexts or domains of social relationships, namely, across relations with family and close others; friends and peers; state and nation. The results of the three‐mode principal component analysis showed that the individualistic tendencies of the respondents did not differ much while measured toward the three types of social relation. Copyright © 2002 John Wiley & Sons, Ltd.     

Does culture influence what and how we think? Effects of priming individualism and collectivism

Do differences in individualism and collectivism influence values, self-concept content, relational assumptions, and cognitive style? On the one hand, the cross-national literature provides an impressively consistent picture of the predicted systematic differences; on the other hand, the nature of the evidence is inconclusive. Cross-national evidence is insufficient to argue for a causal process, and comparative data cannot specify if effects are due to both individualism and collectivism, only individualism, only collectivism, or other factors (including other aspects of culture). To address these issues, the authors conducted a meta-analysis of the individualism and collectivism priming literature, with follow-up moderator analyses. Effect sizes were moderate for relationality and cognition, small for self-concept and values, robust across priming methods and dependent variables, and consistent in direction and size with cross-national effects. Results lend support to a situated model of culture in which cross-national differences are not static but dynamically consistent due to the chronic and moment-to-moment salience of individualism and collectivism. Examination of the unique effects of individualism and collectivism versus other cultural factors (e.g., honor, power) awaits the availability of research that primes these factors.     

Modesty in self‐presentation: A comparison between the USA and Japan

Japanese participants in Study 1 exhibited a self‐effacing tendency when no reason for their self‐evaluation was provided. However, they exhibited a self‐enhancing tendency when they were offered a monetary reward for the correct evaluation. In Study 2, Americans, especially American men, exhibited a self‐enhancing tendency whereas Japanese exhibited a self‐effacing tendency when no reason for making the evaluation was presented. This cultural difference disappeared when participants were provided with a monetary reward for correctly evaluating their performance level. These results support the view that the modesty observed in self‐evaluation among Japanese participants is a ‘default strategy’ to avoid offending others.     

Effective leadership in salient groups: revisiting leader-member exchange theory from the perspective of the social identity theory of leadership

Two studies compared leader-member exchange (LMX) theory and the social identity theory of leadership. Study 1 surveyed 439 employees of organizations in Wales, measuring work group salience, leader-member relations, and perceived leadership effectiveness. Study 2 surveyed 128 members of organizations in India, measuring identification not salience and also individualism/collectivism. Both studies provided good support for social identity predictions. Depersonalized leader-member relations were associated with greater leadership effectiveness among high-than low-salient groups (Study 1) and among high than low identifiers (Study 2). Personalized leadership effectiveness was less affected by salience (Study 1) and unaffected by identification (Study 2). Low-salience groups preferred personalized leadership more than did high-salience groups (Study 1). Low identifiers showed no preference but high identifiers preferred depersonalized leadership (Study 2). In Study 2, collectivists did not prefer depersonalized as opposed to personalized leadership, whereas individualists did, probably because collectivists focus more on the relational self.     

Ideal selves and self‐esteem in people with independent or interdependent self‐construal

Not living up to one's ideal self has been shown to coincide with decreased self‐esteem. In the present paper, this notion is applied to the differentiation between people with independent versus interdependent self‐construal. We suggest that the ideal self of independents differs in two respects from the one of interdependents: with respect to its contents (autonomous versus social self‐knowledge) and with respect to the degree of context‐dependency of the encoded knowledge (context‐independent versus context‐dependent self‐knowledge). In three studies, via a priming we either manipulated contents or degree of context‐dependency of what participants considered themselves to actually be like. On both explicit and implicit measures, participants with independent construal indicated higher self‐esteem after priming of autonomous and context‐independent knowledge than after priming of social and context‐dependent knowledge. The opposite pattern was observed in participants with interdependent construal. Results suggest that independent and interdependent construals mirror different ideals which are applied as a comparison standard when evaluating the self. Copyright © 2006 John Wiley & Sons, Ltd.     

The Conscientiousness Paradox: Cultural Mindset Shapes Competence Perception

Studies comparing personality across cultures have found inconsistencies between self‐reports and measures of national character or behaviour, especially on evaluative traits such as Conscientiousness. We demonstrate that self‐perceptions and other‐perceptions of personality vary with cultural mindset, thereby accounting for some of this inconsistency. Three studies used multiple methods to examine perceptions of Conscientiousness and especially its facet Competence that most characterizes performance evaluations. In Study 1, Mainland Chinese reported lower levels of self‐efficacy than did Canadians, with the country effect partially mediated by Canadian participants' higher level of independent self‐construal. In Study 2, language as a cultural prime induced similar effects on Hong Kong bilinguals, who rated themselves as more competent and conscientious when responding in English than in Chinese. Study 3 demonstrated these same effects on ratings of both self‐perceived and observer‐perceived competence and conscientiousness, with participants changing both their competence‐communicating behaviours and self‐evaluations in response to the cultural primes of spoken language and ethnicity of an interviewer. These results converge to show that self‐perceptions and self‐presentations change to fit the social contexts shaped by language and culture. Copyright © 2013 European Association of Personality Psychology     

High Power,Low Power,and Equality: Culture Beyond Individualism and Collectivism

Models of culture are operationalized as individualism and collectivism and have not given sufficient attention to other organizing axes—especially how a society handles power, dependence, and equality. Shavitt, Lalwani, Zhang, and Torelli (2006) make a significant contribution by first reminding the field of power distance (Hofstede, 1980) and then moving beyond a single factor to highlight benefits of Triandis’ (1995) horizontal (valuing equality) individualism–collectivism and vertical (emphasizing hierarchy) individualism–collectivism model. But this approach makes it difficult to disentangle the effects of power and individualism or collectivism; priming procedures and experimental variations of power can counter this limitation. Moreover, current horizontal/vertical approaches do not distinguish between having and not having power, although social cognition research documented differential effects of high and low power on content of self‐concept, relationality, and cognition, which suggest previously neglected cultural differences.     

Understanding response patterns in dyadic conflict: An interactive approach combining self‐construal and opponent's dominance‐submissiveness

Previous works on the effect of self‐construal in interpersonal behaviours tend to adopt a main effect approach. The present research proposes an interactive approach in understanding two response patterns in dyadic conflict by combining self‐construal and the stance of the opponent. Independent self‐construal was hypothesised to be associated with a self‐centred pattern of conflict response, which is characterised by taking contending responses regardless of whether the stance of the opponent is dominant or submissive. Relational self‐construal was hypothesised to be associated with a tuning‐in pattern of conflict response, which is characterised by showing contending responses when the opponent is submissive but yielding responses when the opponent is dominant. With trait self‐construal measured and opponent's stance manipulated, Study 1 provided initial support for the hypotheses. Study 2 showed a three‐way interaction effect between trait self‐construal, manipulated self‐construal and the opponent's stance on actual conflict responses during discussion of a scenario. The effect of self‐construal manipulation was only observed among people who were low in trait independent self‐construal and average in trait relational self‐construal. The results pinpoint the importance of considering personal and opponent factors simultaneously in understanding the dynamics of dyadic conflict processes.     

Greater self‐enhancement in Western than Eastern Ukraine,but failure to replicate the Muhammad Ali effect

Based on the cross‐cultural research linking individualism–collectivism and self‐enhancement, this research examines regional pattern of self‐enhancement in Ukraine. Broadly speaking, the western part of Ukraine is mainly Ukrainian speaking and historically oriented towards Europe, whereas Eastern Ukraine is mainly Russian speaking and historically oriented towards the Russian cultural sphere. We found self‐enhancement on a “better than average” task to be higher in a Western Ukrainian sample compared to an Eastern Ukrainian sample, with differences in independent self‐construals supporting assumed regional variation in individualism. However, the Muhammad Ali effect, the finding that self‐enhancement is greater in the domain of morality than intelligence, was not replicated. The discussion focuses on the specific sources of this regional difference in self‐enhancement, and reasons for why the Muhammad Ali effect was not found.     

The impact of individualistic and collectivistic orientation on the judgment of self‐presentation

The aims of this paper are two‐fold: (i) to examine the impact of audience individualism and collectivism orientation on the judgment of strategic self‐presentations and (ii) to test whether audience individualism and collectivism orientation would affect the importance of likeability and competence in determining social outcomes. In two studies, participants evaluated modest and boastful presentations in an achievement context. It was found that the more collectivistic the audience was, the more likely the modest presenter was to be rated as likable, competent, and deserving of a desirable social outcome. In contrast, the more individualistic the audience was, the more likely the boastful presenter was to be rated as likeable, competent, and deserving of a desirable social outcome. The importance of likeability and competence in predicting the final social outcome was moderated by audience individualism and collectivism orientation. Likeability was more important in deciding the social outcome for those who were more collectivistic than for those who were less so (Study 1). Competence was more important in determining the social outcome for those who were more individualistic (Study 2). These studies build a potential theoretical bridge between social influence and social perception/social judgment literature. Copyright © 2012 John Wiley & Sons, Ltd.     

Concepts of deviance and disturbance in children and adolescents: A comparison between the United States and Japan

Fifth and eleventh graders in the United States (N = 169) and Japan (N = 166) were interviewed about their reactions to stories describing various forms of psychological deviance in hypothetical peers. For each story, students were asked if any of the protagonist's behaviours seemed strange or unusual; why these behaviours were strange or unusual; and why the protagonist acted the way he or she did. More Japanese than American students mentioned the psychological reasoning of the individual, and more American than Japanese students mentioned external influences and violation of social norms in explaining and conceptualizing deviant conduct, respectively. Few developmental or gender differences emerged. Results are discussed in terms of the individualism‐collectivism paradigm and cultural differences in attributions for success and failure.     

Ostracism,resources, and the perception of human motion

Is perception of human motion affected by psychosocial resources? According to the Resources and Perception Model, perception is jointly affected by subjective threat and psychosocial resources that buffer threat. Two experiments tested whether social threat (i.e., ostracism) and psychosocial resources affect perception of human motion. Observers attempted to identify human movement in ambiguous point‐light displays after being ostracized or not ostracized. Additionally, trait resources (self‐esteem plus social support) were measured (Studies 1 and 2), and self‐affirmation was manipulated (Study 2). Study 1 showed that ostracism reduced sensitivity for detecting human motion but not among people with ample trait resources. Study 2 replicated this ostracism‐by‐trait resources interaction. It also showed that self‐affirmation improved human motion perception for all included participants but only benefited ostracized participants with ample trait resources. These studies show that a basic visual skill—detecting human motion—is jointly affected by social threats and psychosocial resources.     

How to save the wounded self: Power distance belief's moderation of self‐identity threat and status‐related consumption

There is ample evidence in the relevant literature to show that self‐identity threat affects consumers' behavior, psychological needs, purchasing behavior, and product choice. The present research takes self‐identity threat to another level with a focus on the moderating role of power distance belief (PDB) in the relation to self‐identity threat and status consumption. The research involves two studies. Study 1 shows that threatened participants with a high PDB prefer status goods to nonstatus goods. By contrast, the low‐PDB group is indifferent to the status of goods. Study 2 reexamines the results of Study 2 with different participants and goods and tests the moderated mediation of symbolic compensatory need in the status consumption of high‐PDB participants. The results and implications of our findings are presented in the Discussion section.     

Assimilation and contrast in social comparisons as a consequence of self‐construal activation

We extended existing research about self‐construal activation to the study of social comparisons, specifically to self–other similarity ratings. Independent self‐knowledge substantiates the notion of dissimilarity, whereas interdependent self‐knowledge implies similarity with others. Therefore, perceived self–other similarity was predicted to decrease after independent and increase after interdependent self‐knowledge priming. However, we expected such assimilation effects to occur only if the priming was subtle, but contrast effects if it was overt. In order to test this hypothesis, we developed a scrambled sentences test for priming the respective self‐knowledge. The unscrambled sentences described the self either in terms of independence or interdependence. The subtlety of this priming was manipulated by having participants write down either the full sentences (overt priming) or only the remaining word in each item (subtle priming). Results confirmed the predictions. Underlying cognitive processes of the effects are discussed. Copyright © 2000 John Wiley & Sons, Ltd.     

Not all cultural values are created equal: Cultural change in China reexamined through Google books

Given its major transformations in recent decades, China has figured prominently in research on cultural change. Previous research converges in showing a general trend towards individualism in contemporary China while noting that rising individualism tends to coexist with enduring collectivism. To further understand this, we tested whether perceived traditional importance of cultural values would modulate the trajectory of cultural change reflected in word usage frequencies in published books. We re‐analysed Google's Chinese corpus since 1980 based on a broad sample of words associated with individualism–collectivism. We replicated the pattern of rising individualism and declining collectivism among words of modest and low perceived traditional importance. Most important, however, collectivistic words of high perceived traditional importance increased in usage frequencies with time, thus departing from the general trend towards individualism. Overall, our research underscores the role of core culture in cultural maintenance during times of rapid cultural change.