自我对跨期决策的影响——基于个人-集体主义文化视角

跨期决策是指发生在不同时期的收益和成本的权衡决策。已有研究发现, 决策者的自我意识对跨期决策有着重要影响, 个人?集体主义文化在自我形成中起着重要作用, 但当文化因素被纳入自我对跨期决策影响的研究中时, 三者间的关系显得模糊不清。为了从已有文献中厘清三者间的理论关系, 我们基于个人?集体主义文化视角, 综述了自我对跨期决策影响的相关研究：介绍了跨期决策的相关概念及理论, 详细阐述了跨期决策中的两种自我理论(多重自我模型和自我连续性模型), 探讨了个人?集体主义文化对自我的影响, 并简要介绍了个人主义与集体主义文化下人们的跨期决策偏好差异及其心理机制。最后, 分别从研究内容、研究方法与实际应用三个方面, 提出了将个人?集体主义文化这一因素纳入自我对跨期决策影响过程、系统地考虑三者间关系的研究构想, 以期为未来研究提供新的思路, 深化人们对跨期决策机制的理解。     

Culture,self, and collectivist communication: linking culture to individual behavior

This study develops and demonstrates a theoretical framework and corresponding methodology to link variables at the culture level to the individual level and, then, to specific outcome variables. The authors argue that in order to advance theory about culture's influence on communication, researchers must begin to examine how culture affects individual level (psychological) processes and, subsequently, how these processes affect communication. The image of self, referred to as self-construal, is an ideal candidate to perform the role of linking culture to behavior. The self is shaped by cultural forces and affects many, if not all, communication behaviors. The proposed strategy is applied in the test of a path-analytic model linking cultural collectivism with interdependent self-construals and, ultimately, high-context communication. The discussion includes implications for theory development and possible applications to further research.     

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.     

Self‐Construal Scales Lack Validity

Self‐construal is thought to mediate and explain the effects of culture on a wide variety of outcome variables. A meta‐analysis of published cross‐cultural self‐construal research is reported in this article, and the results across studies suggests that the evidence for the predicted cultural differences is weak, inconsistent, or nonexistent. The results of 3 priming experiments (N = 121, N = 99, and N = 361) suggest that (a) priming does not account for the inconsistent results observed in the meta‐analysis, (b) that scores on a self‐construal scale appear to be measuring trait‐like constructs that are not sensitive to priming, and (c) that measures of self‐construals lack convergent validity. The results of several measurement studies (N = 121, 223, 230, 323, 214, 206, 126, 204, 148, 141, and 150) were inconsistent with the a priori two‐factor measurement model in every case. Self‐construal scales were found to be radically multidimensional and highly unstable within and across cultures. These results lead us to conclude that catastrophic validity problems exist in research involving the use of self‐construal scales in cross‐cultural research.     

Independent and interdependent self‐construals: Ramifications for a multicultural society1

Abstract: This study examined American students, Japanese students in Japan, and Japanese students in the USA. First, it examined whether respondents’ scale for independent and interdependent construals of the self (SII) scores would vary depending on the type of relationship (i.e., family members, friends, or peers at the student's university) posited by the instructions. It was found that the SII score of each of the three groups changed depending on the relationship. Second, the relationship between SII scores, perceived conflict, and self‐efficacy were examined. It was found that self‐efficacy was highest among the American students, followed by the Japanese students in the USA, and lowest among the Japanese students in Japan. Self‐efficacy was correlated to independent and interdependent construals of the self. Third, the respondents’ preferences for expressiveness in communication were analyzed. The results of this study showed that there was a difference between the American students and both groups of Japanese students in their preference for three communication styles (independent, mixed, interdependent‐type). Finally, the relationship between intercultural sensitivity, as measured by the intercultural sensitivity inventory, and self‐efficacy were examined. Intercultural sensitivity was shown to have a positive correlation to general self‐efficacy.     

Dynamic self‐representation of interdependent Chinese: The effect of bicultural experience

The process of globalisation has increased the opportunity for Chinese individuals to utilise influences from other cultures that differ from their own collectivistic culture. The explorations of the impact of acculturation on Chinese individuals' self‐construals have become intriguing. Thus, we recruited German‐Chinese (N = 192) people who live in Germany and had direct bicultural experiences, as well as Mainland‐Chinese (N = 192) people who live in Mainland China and had internalised a second culture through more indirect means of exposure. We investigated their accessibility to both interdependent and independent cultural frameworks using temporal self‐construal priming. The results showed that priming effects were observed in both cultural groups. However, the self‐construals of the German‐Chinese participants were more flexible than those of Mainland‐Chinese under self‐construal priming. Also, the results suggested that women were easier to be influenced by direct bicultural experiences, due to their private and collective self were different between the two cultures. These findings provide evidence regarding the opinion that individuals could use influences from more than one culture. More importantly, these results suggest that the acculturation induced by direct bicultural experiences facilitates cultural frame switching.     

Asian and European American cultural values and communication styles among Asian American and European American college students

The present study examined the relationships between adherence to Asian and European cultural values and communication styles among 210 Asian American and 136 European American college students. A principal components analysis revealed that, for both Asian Americans and European Americans, the contentious, dramatic, precise, and open styles loaded onto the first component suggesting low context communication, and interpersonal sensitivity and inferring meaning styles loaded onto the second component suggesting high context communication. Higher adherence to emotional self-control and lower adherence to European American values explained Asian Americans' higher use of the indirect communication, while higher emotional self-control explained why Asian Americans use a less open communication style than their European American counterparts. When differences between sex and race were controlled, adherence to humility was inversely related to contentious and dramatic communication styles but directly related to inferring meaning style, adherence to European American values was positively associated with precise communication and inferring meaning styles, and collectivism was positively related to interpersonal sensitivity style.     

Power becomes you: The effects of implicit and explicit power on the self

Some power cues are explicit, obvious and salient, while others are implicit, subtle and harder to detect. Drawing from research demonstrating that people assimilate to implicit cues and contrast from explicit ones, we suggest that implicit and explicit power cues have different effects on people. Two laboratory experiments found that when power cues were implicit, people in high power conditions assimilated to stereotypes of power; they had relatively higher independent self construals, and they were more likely to see themselves as autonomous from, rather than connected to, others. The opposite effect emerged when power cues were explicit. These effects were replicated in a third study, where working adults rated their own power at work and the explicitness of power cues in their workplaces. We also found that power and cue explicitness predicted co-worker support, and that this effect was mediated by self construals. These results suggest that the way power is conveyed and expressed can influence important outcomes in organizations.     

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.     

Cultural Differences in the Self: From Philosophy to Psychology and Neuroscience

Different thinking styles in Westerners and Chinese (analytic vs. holistic) lead to disparities between the two cultures not only in perception and attention but also in high‐level social cognition such as self‐representation. Most Western philosophers discussed the self by focusing on personal self‐identity, whereas Chinese philosophers emphasized the relation between the self and others. Dissimilar philosophical thinking of the self is associated with distinct cognitive styles of self‐representation (i.e., the independent self in Westerners and the interdependent self in Chinese). Recent brain imaging studies found that Westerners employed the medial prefrontal cortex to represent only the individual self, whereas Chinese utilized the same brain area to represent both the self and close others, providing neural basis of cultural differences in self‐representation. We suggest that the cultural differences in thinking styles between Westerners and Chinese influence both psychological and neural structure of self‐representation.     

In‐group representation and social value affect the use of in‐group identification for maintaining and enhancing self‐evaluation

Individuals with independent self‐construals identify with their in‐group in order to buffer threats to self‐esteem to a greater degree than do those with interdependent self‐construals. This study focused on the effect of the in‐group's social value and representation on this identification process among individuals who reported various real‐world threats to their self‐esteem. We conducted a questionnaire survey for university students and we examined how self‐construal, the in‐group social value, and the in‐group representation either moderate or mediate the relationship between threat to self‐esteem and identification with their academic departments. The results of multiple‐group analyses of structural equation modelling showed that independents who reported more threats to their self‐esteem identified with the in‐group when it was high in social value. In contrast, they did not exhibit in‐group identification when it was low in social value. Interdependents showed less in‐group identification regardless of the in‐group's social value. The representation of the in‐group as a common identity group mediated the relationship between threat to self‐esteem and in‐group identification for independents, whereas the representation of a common bond group played the same role for interdependents. These findings suggest the importance of considering the role of self‐construal and the in‐group social value, along with the representation of in‐group, in understanding in‐group identification in situations of threat to self‐esteem.     

Effects of priming self‐construals on self‐evaluations: Cultural game player perspective

This study examined the validity of situational view on culture‐specific behaviours focusing on self‐evaluation. Two experiments with American students as samples were conducted to examine whether priming their self‐construals would affect individuals' self‐evaluation. In Experiment 1, the participants' self‐evaluation was compared across different conditions of primed self‐contruals. In Experiment 2, the participants were split into 2 groups based on their initial default self‐consturals and, the self‐evaluations were compared across the 2 groups after priming self‐contruals. The results demonstrated that although the participants' self‐evaluation was initially in accord with their default self‐construal, it changed into accord with the primed self‐construals. The findings supported the proposed cultural game player view. Implications on situational view of self‐evaluation are also discussed.     

Cooperation, competition and goal interdependence in work teams: a multilevel approach

The aim of this research was to predict cooperative and competitive conflict management styles in 26 new start-up work teams (time 1), and after one year of functioning (time 2) in an automotive company. Vertical-horizontal, individualism-collectivism cultural patterns were used as predictive variables. It was predicted that goal interdependence would moderate the relationship between cultural patterns and conflict management styles. Because of the hierarchically nested data structure, a Multilevel Analysis approach was used. Horizontal and vertical collectivism increased cooperation, and horizontal and vertical individualism increased competition. Only when work teams had been functioning for a year, goal interdependence increased cooperation and interaction effects between goal interdependence and vertical types of individualism and collectivism were observed. Implications for team-building as organizational transformational strategies are discussed.     

Assessing the Validity of Self Construal Scales

We disagree with Levine et al.'s (2003) conclusion that the 3 self construal scales currently in use have “severe” or “fatal” flaws. We argue that the results of Levine et al.'s meta‐analysis and priming studies do not raise problems with the validity of self construal scales, in part, because their results are compatible with theorizing about self construals. We also contend that Levine et al.'s measurement studies do not necessarily lead to the conclusion that there are problems with the validity of the scales (e.g., there may be multiple dimensions that form independent and interdependent self construals in second‐order factor analyses). We summarize other evidence for the construct validity of self construal scales which indicates that there are theoretically consistent findings across approximately 50 studies using the 3 scales. This would not be possible if there were major problems with the 2‐dimensional model of self construals or the scales used to measure them. We conclude that the 2‐dimensional model of self construals and the current scales are viable for use in future research.     

Cross-cultural psychology: Some accomplishments and challenges

The development of cross-cultural psychology over the past 40 years is briefly reviewed. Cross-cultural psychologists have focused on differences between populations, explanations based on individualism-collectivism and reduction of explanations to the individual-level of analysis. Cultural variations have been incompletely sampled, with an excessive focus on North America and East Asia. However, the cross-cultural approach is compatible with the perspective of cultural psychologists because in both traditions there has been a focus both on mechanisms of cultural stability and of cultural change. Promising new developments are identified, including classifications of a broader range of cultures based on communication behaviors, contrasting ways of satisfying identity motives in individualistic and collectivist cultures, and the use of experimental cultural primes for theory testing within bicultural populations.     

Seeing the Forest Beyond the Trees: A Construal‐Level Approach to Self‐Control

Self‐control failure is a ubiquitous and troubling problem people face. This article reviews psychological models of self‐control and describes a new integrative approach based on construal level theory (e.g., Trope & Liberman, 2003 ). This construal‐level perspective proposes that people's subjective mental construals or representations of events impacts self‐control. Specifically, more abstract, global (high‐level) construals promote self‐control success, whereas more concrete, local (low‐level) construals tend to lead to self‐control failure. That is, self‐control is promoted when people see the proverbial forest beyond the trees. This article surveys research findings that demonstrate that construing events at high‐level versus low‐level construals promotes self‐control. This article also discusses how a construal‐level perspective promotes understanding of self‐control failures.     

Individualism and Collectivism

Psychologists have long portrayed the mind “as a machine or computer that is the same in all times and places, while only the raw materials processed by the machinery or the data in the computer vary” (Fiske, Kitayama, Markus, & Nisbett, 1998, p. 918). This state of affairs changed dramatically over the last decade and a rapidly growing body of experimental research documents profound cultural differences in basic psychological processes. To date, much of this work has addressed the influence of individualism or collectivism, often framed in terms of independent vs. interdependent self‐construals (Markus & Kitayama, 1991; for a comprehensive review, see Oyserman, Coon, & Kemmelmeier, 2002). Other dimensions of culture, which figured prominently in Hofstede's (1980) groundbreaking analysis, received less attention. In this issue's Research Dialogue, Shavitt, Lalwani, Zhang, and Torelli (2006) draw attention to one of these dimensions, namely the distinction between horizontal and vertical cultural orientations, which value equality or emphasize hierarchy, respectively. They review the importance of this distinction for understanding personal values, advertising and consumer persuasion, self‐presentational patterns, and gender differences, noting that the influence of horizontal/vertical orientations is often obscured by their conflation with differences in individualism and collectivism. Commentaries by Aaker (2006), Meyers‐Levy (2006), and Oyserman (2006) elaborate on their analysis and suggest additional avenues for future research. In combination, this set of papers makes a compelling case for extending the analysis of cultural differences in cognition, emotion, motivation, and behavior beyond the individualism/collectivism distinction that has captured the lion's share of recent attention.     

Religion,Self Control,and Substance Use

Previous research has examined a number of mechanisms through which religion might have an indirect influence on substance use. One potential intervening mechanism that has received little empirical attention is self control. Using data from the National Longitudinal Study of Adolescent Health (Add Health) we (1) examine the association between religion and self control, (2) determine if self control mediates the effect of religiosity on substance use, and (3) determine if the effect of self control on substance use varies depending on adolescents’ religiosity. The results suggest that religious youth exhibit higher levels of self control. Also, self control partially mediates the effect of adolescents’ religiosity on marijuana use and drinking. The only evidence we find for an interaction between self control and religiosity suggests self control has a moderately greater effect on alcohol use among those of low, rather than medium or high, religiosity.     

ATTRIBUTIONAL CONFIDENCE IN LOW- AND HIGH-CONTEXT CULTURES

Current measures of attribulional confidence were generated to account for uncertainty reduction in the United States but have been used in tests of the theory in other cultures. This procedure may yield inappropriate measurement in other cultures. Based on a review of uncertainty reduction in high-context cultures, items were generated to tap attribulional confidence in these cultures. The new items were integrated with Clatterbuck's (1979) CL7 scale and administered to samples in Japan and the United States. A confirmatory factor analysis of the resulting data revealed two unique factors ofattributional confidence. The amount of variances and covariances accounted for by the two-factor model was over 90% in both samples. Scores on both factors were influenced by culture and stage of relationship development. Correlations between other variables (e.g, shared networks, frequency of communication) and the two dimensions also differed across cultures. It was concluded that the eight-item scale provides a derived etic measure of attributional confidence that is applicable in both low- and high-context cultures.     

Actual,ideal, and expected relatedness with parents across and within cultures

Differences in actual, ideal, and expected relatedness with mothers and fathers were explored across two cultural groups (i.e., university students from the U.S. and Turkey) in Study 1, and across two socioeconomic status (SES) groups (i.e., high school students from the upper and lower SES in Turkey) in Study 2. In both studies associations of perceived relatedness with individualistic and collectivistic value orientations as well as with self‐construal types were also explored. Results indicated cultural groups to be quite similar in actual relatedness, but to differ in expected and ideal relatedness, with Turks reporting more relatedness. In Turkey, lower SES adolescents reported more relatedness in ideal and actual conditions than upper SES adolescents, while they did not differ in expected relatedness. Results involving self‐types and value orientations pointed to both cross‐cultural similarities and within‐cultural diversity in relatedness. Theoretical implications of the differential impact of culture, SES, self‐construals, and value orientations on actual, ideal, and expected relatedness are discussed. Copyright © 2006 John Wiley & Sons, Ltd.