Culture and the distinctiveness motive: constructing identity in individualistic and collectivistic contexts

The motive to attain a distinctive identity is sometimes thought to be stronger in, or even specific to, those socialized into individualistic cultures. Using data from 4,751 participants in 21 cultural groups (18 nations and 3 regions), we tested this prediction against our alternative view that culture would moderate the ways in which people achieve feelings of distinctiveness, rather than influence the strength of their motivation to do so. We measured the distinctiveness motive using an indirect technique to avoid cultural response biases. Analyses showed that the distinctiveness motive was not weaker-and, if anything, was stronger-in more collectivistic nations. However, individualism-collectivism was found to moderate the ways in which feelings of distinctiveness were constructed: Distinctiveness was associated more closely with difference and separateness in more individualistic cultures and was associated more closely with social position in more collectivistic cultures. Multilevel analysis confirmed that it is the prevailing beliefs and values in an individual's context, rather than the individual's own beliefs and values, that account for these differences.     

Efficacy of the keyword mnemonic method in adults

Two experiments were used to assess the efficacy of the keyword mnemonic method in adults. In Experiment 1, immediate and delayed recall (at a one-day interval) were assessed by comparing the results obtained by a group of adults using the keyword mnemonic method in contrast to a group using the repetition method. The mean age of the sample under study was 59.35 years. Subjects were required to learn a list of 16 words translated from Latin into Spanish. Participants who used keyword mnemonics that had been devised by other experimental participants of the same characteristics, obtained significantly higher immediate and delayed recall scores than participants in the repetition method. In Experiment 2, other participants had to learn a list of 24 Latin words translated into Spanish by using the keyword mnemonic method reinforced with pictures. Immediate and delayed recall were significantly greater in the keyword mnemonic method group than in the repetition method group.     

The legitimizing role of accent on discrimination against immigrants

This article analyses the influence of accent on discrimination against immigrants by examining the hypothesis that accent leads to discrimination only in more prejudiced individuals, merely because people speaking with a native accent are perceived to be better qualified than those whose accent is non‐standard. In Study 1 (N = 71), we found that only prejudiced individuals use accent to discriminate against immigrants. In Study 2 (N = 124), we replicated this effect and found that the influence of accent on discrimination is mediated by the perceived quality of the accent. Study 3 (N = 105) replicated the previous results even after controlling for the effect of stereotyping. These results are the first experimental illustration of the hypothesis that accent triggers intergroup discrimination only among prejudiced individuals because they evaluate native accents as being qualitatively better than accents of immigrants, thereby legitimizing ingroup bias.