Self‐esteem and culture: Differences in cognitive self‐evaluations or affective self‐regard?

Although people from East Asian countries consistently report lower self-esteem than do those from Western countries, the origins of this difference are unclear. We conducted two studies to illuminate this issue. Study 1 found that Chinese participants appraised themselves less positively than American participants on a cognitive measure of self-evaluations, but cultural differences were absent on a measure of affective self-regard. Moreover, cultural differences in global self-esteem were eliminated once cognitive self-evaluations were statistically controlled. Study 2 found that cultural differences in modesty underlie cultural differences in cognitive self-evaluations. These findings suggest that Chinese feel as positively toward themselves as Americans do, but are less inclined to evaluate themselves in an excessively positive manner.     

When's your birthday? The self‐reference effect in retrieval of dates

Material encoded with reference to the self is better remembered. One interpretation of this effect is that the self operates to organise retrieval of memories. We were motivated to find out whether this organisational principle extended to everyday information and for material not explicitly related to the self. Participants generated friends' birthdays from memory and then gave their own birthday. We found that participants were particularly likely to recall birthdays from on or around the date of their own birthday. Thus, memory for birthdays clusters around self‐relevant information, even when there is no specific attempt to recall self‐related material. Birthdays clustered somewhat around the time of testing, important dates in the calendar, and for a close other, but not to the extent of the participants' birthdays. We suggest this is a demonstration of the organisational structure of the self in memory. Copyright © 2010 John Wiley & Sons, Ltd.     

The supermom trap: Do involved dads erode moms' self‐competence?

Increasingly, husbands have been expected to share equally in the task of childrearing, especially when their wives are employed. This study examined reactions to these changes in a sample of 78 dual-earner couples with 8-month-old infants. When wives felt that their husbands were skillful caregivers, greater husbands' contribution to caregiving was associated with lower self-competence among wives. In contrast, wives' caregiving behavior was unrelated to their husbands' self-competence. None of these effects emerged for the self-liking component of self-esteem. Thus, despite increasingly egalitarian sex roles, employed mothers (but not their husbands) seem to be trapped between their desire for help with childrearing and the threat to their personal competence posed by failure to meet socially constructed ideals of motherhood.     

Does medial prefrontal cortex activity during self‐knowledge reference reflect the uniqueness of self‐knowledge?1

Abstract: For this study, functional magnetic resonance imaging was used to examine whether medial prefrontal cortex (MPFC) activity during self‐knowledge reference reflects the uniqueness of self‐knowledge. Experiment 1 investigated neural activity during self‐knowledge reference (“Does the word describe you?”) and self‐monitoring (“Does the word make you feel pleasant?”). The results showed that self‐knowledge reference and self‐monitoring activate common neural substrates within the MPFC. Experiment 2 compared neural activity produced by self‐knowledge reference, other‐knowledge (acquaintance‐knowledge) reference (“Does this word describe the person?”), and evaluation (“Is this word socially desirable?”). Results showed no increase in MPFC activity during self‐knowledge reference relative to other‐knowledge reference. Furthermore, self‐knowledge reference and other‐knowledge reference share common neural substrates within the MPFC. The results described indicate that it is unlikely that MPFC activity during self‐knowledge reference reflects the uniqueness of self‐knowledge. The feature, as reflected in MPFC activity, is discussed.     

Fit with what? The influence of multiple self‐concept images on organizational attraction

This study tests the applicability of image congruity theory to the employment decision‐making process. A sample of workers from a variety of jobs/organizations (N = 193) read a series of job advertisements presenting unique organizational personalities, rated the extent to which these personalities matched their self‐concept perceptions, and reported evaluations of organizational attraction. In accordance with the tenets of image congruity theory, results suggest prospective job seekers are attracted to organizations with personalities they perceive as similar to their own actual and ideal self‐concepts. Actual congruence exerted a greater influence on organizational attraction than did ideal congruence. However, both ideal and actual image congruence explained significant unique variance in organizational attraction.     

Is self‐esteem a universal need? Evidence from The People's Republic of China

In a provocative article, Heine et al. concluded that self-esteem needs are less important in collectivistic, East Asian countries than in individualistic, Western ones. Their conclusion was based, in part, on evidence that: (i) self-esteem scores are less positively biased in Japan than in Western countries; and that (ii) low self-esteem is less predictive of psychological distress in Japan than in Western countries. The present research examined whether these cultural differences occur in another collectivistic culture: The People's Republic of China. Two meta-analyses were conducted. Study 1 found that, for young and old alike, self-esteem was positively biased, with most participants reporting high levels of self-esteem. Study 2 found that low self-esteem in China is associated with three indicators of psychological distress: depression, anxiety and low subjective well-being. These findings are consistent with results in Western samples and suggest that high self-esteem may indeed be a universal psychological imperative.     

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.     

Group polarization and choice‐dilemmas: how important is self‐categorization?

Self‐categorization proponents (e.g., Turner, 1991 ) assume that group polarization occurs because discussants wish to differentiate themselves from outgroup positions and implicitly think of such groups even when they are not specifically mentioned. Ingroup/outgroup salience is thought to heighten such effects. To examine this view, we had participants discuss Choice Dilemma items either with or without explicit knowledge of outgroup positions. Contrary to a self‐categorization account, this manipulation of outgroup salience did not affect the degree of group polarization. In addition, rating measures revealed little spontaneous consideration of outgroup positions on the part of participants, nor was consideration of outgroup positions related to degree of polarization. Group members did show evidence of ingroup identification, but this identification was unrelated to participants' post‐discussion conformity to the group consensus. Taken as a whole, these results suggest distinct limits to the self‐categorization interpretation of group polarization involving Choice Dilemmas. Copyright © 2006 John Wiley & Sons, Ltd.     

The ecological validity of the “who said what?” technique: An examination of the role of self‐involvement,cognitive interference and acquaintanceship

Questions are raised about the possible ecological invalidity of the traditional “who said what?” (WSW) procedure. Three studies are reported which use a modified, quasi‐naturalistic version of the WSW technique, in which rather than being passive recipients of presented information, participants instead play an active role in the production of such information in an interactive context. Data are presented that demonstrate that the social categorization effect typically obtained through the traditional WSW procedure generalizes beyond the circumstances in which it was initially demonstrated. Thus, in Study 1 it was established that social categories (gender, in this case) are cognitively used in real interactions between participants in order to organize information. Moreover, Study 2 demonstrated that the use of categories is accentuated when, as is typical in real world situations, recollections are not made immediately after the perception of the relevant stimuli but following a period of intervening cognitive activity. The findings of Study 3, however, suggest that the WSW technique may not inevitably lead to social categorization effects: typical effects did not appear when participants knew each other well, and therefore saw one another as unique, idiosyncratic individuals, rather than as category members.     

Training self‐assessment and task‐selection skills to foster self‐regulated learning: Do trained skills transfer across domains?

Students' ability to accurately self‐assess their performance and select a suitable subsequent learning task in response is imperative for effective self‐regulated learning. Video modeling examples have proven effective for training self‐assessment and task‐selection skills, and—importantly—such training fostered self‐regulated learning outcomes. It is unclear, however, whether trained skills would transfer across domains. We investigated whether skills acquired from training with either a specific, algorithmic task‐selection rule or a more general heuristic task‐selection rule in biology would transfer to self‐regulated learning in math. A manipulation check performed after the training confirmed that both algorithmic and heuristic training improved task‐selection skills on the biology problems compared with the control condition. However, we found no evidence that students subsequently applied the acquired skills during self‐regulated learning in math. Future research should investigate how to support transfer of task‐selection skills across domains.     

How malleable is comparative self‐positivity? The effects of manipulating judgemental focus and accessibility

The present research investigated accessibility effects on comparative self‐positivity in the environmental domain. In a pretest we established comparative self‐positivity and a focus effect for environmental awareness. In the main study we aimed at shifting these effects by manipulating the accessibility of harmful behaviours of either the self or the typical student before obtaining comparative judgements. Specifically, we used two types of accessibility manipulations: anchoring and ease of retrieval. We predicted that judgements would be affected by content in the anchoring paradigm but by subjective ease in the ease of retrieval paradigm. We found the predicted pattern of effects, but it was strongest when participants focused on the typical student. The findings contribute to our understanding of the mechanisms underlying comparative biases and may have applied implications. Copyright © 2006 John Wiley & Sons, Ltd.     

Are Chinese narcissists disagreeable? Evidence from self‐ and peer‐ratings of agreeableness

Many studies have found that narcissism is negatively related to agreeableness in Western samples. Four experiments explored this relationship in a Chinese population. In Study 1, 228 junior high school students reported their narcissism and Five Factor Personality traits. In Study 2, participants recruited through the internet completed the measures of narcissism and agreeableness. In Study 3, 145 college students completed the measures of narcissism and agreeableness, as well as self‐esteem and social desirability. In Study 4, 204 senior high school adolescents reported their own narcissistic and agreeableness personality traits. They also received peer‐ratings of agreeableness. We found that narcissism was positively related with self‐reported agreeableness (Study 1, 2 and 4), but not with other ratings of agreeableness (Study 4). Chinese narcissists perceived themselves as agreeable, and their self‐perceptions of agreeableness were more positive than their peers rated them. We discuss the current findings in relation to the Chinese cultural context and underscore cultural roots of narcissism.     

Who am I? The relationship between self‐concept uncertainty and materialism

It is well accepted that materialism may result in a number of negative consequences, hence the importance of improving its understanding. In this paper, we propose that materialism negatively relates to self‐concept uncertainty. Uncertainty about oneself is aversive and those feeling uncertain may use the possession of material objects as a way to reduce the uncertainty. Inasmuch as material objects can serve as concrete signs of self‐worth, self‐concept uncertainty can therefore relate to more materialism. Over two studies, one in Australia and the other in the US, with a total of 390 participants, our research demonstrates that lower clarity about one's self‐concept associates with higher levels of materialism. While this result holds for both genders, this relationship is considerably stronger for women compared to men. We also find that lower self‐concept clarity relates to higher compulsive buying. We further demonstrate that materialism relates to higher positive moods during shopping, and also relates to higher negative moods after shopping, more notably negative moods towards what was purchased. This effect is significant even when controlling for general affective states.     

The gender role self‐concept of men in female‐dominated occupations: does it depend on how they see their jobs?

In this study, we investigated the masculinity of men in female‐dominated occupations. Our assumptions that token status, masculine task redefinition, and job control are related to masculinity were supported by results of segmented and hierarchical regressions with data from 213 men in female‐dominated occupations. A comparison with 98 men from male‐dominated occupations revealed that these results are specific for men in female‐dominated occupations. Moderated regression did not support the assumption that the relation between masculine task redefinition would be stronger under low job control. Instead, the opposite pattern was found. Under high job control, the choice of tasks and their redefinition as masculine may be easier. Job control is discussed as a precondition for redefinition processes.     

Working together or separately? The role of identity and cultural self‐construal in well‐being among Japanese youth

Young people develop a sense of personal identity during the transition to adulthood, a time when individuals choose and adhere to a specific set of goals, values, and beliefs. In addition, in many contemporary Asian societies, youth are expected to acquire and balance traditional and Western cultural views of the self — that is, independent and interdependent self‐construal. To understand the relationships between the personal and cultural facets of the transition to adulthood, this study examined (a) associations between personal identity and well‐being and (b) the possible moderating role of cultural self‐construal (independence and interdependence) in this link. These hypotheses were tested in a sample of 520 Japanese university students (52.6% female). The results indicated that personal identity predicted each dimension of well‐being, suggesting that the importance of personal identity in promoting youth's well‐being can be understood as a universal phenomenon. Moreover, because the moderating role of self‐construal in the links between identity and well‐being was found to be limited, personal identity can be viewed as operating separately from self‐construal in well‐being to a large extent. Implications and suggestions for future research are discussed.     

When does goal discrepancy induce compensatory effort? An application of self‐completion theory to social issues

The authors review research that applies self‐completion theory to goals targeting other people (as in the case of stereotyping and prejudice), goals that aim at the achievement of a certain social identity and goals based on the social identity. It is demonstrated that goal discrepancies lead to compensation for social as well as for non‐social goals. Based on self‐completion theory it is proposed that the identity‐relevance of the respective goal as well as the goal relevance of the subsequent task are of major importance considering the individuals’ compensation. The authors argue that the consideration of these factors advance our understanding of social phenomena.