Influence of self-construals on the perception of different self-presentation styles in Korea

The present study investigated how perceivers' self-construals influence the perception of others who use self-enhancement or self-effacement in communication. It was predicated that independent self and interdependent self would differently affect the evaluation of self-enhancing presentation and self-effacing presentation. Two hundred and forty-six Korean college students read a scenario depicting a person using bragging, and positive and negative self-presentations for his/her accomplishment, and then evaluated the presenter in the scenario on intention of future interaction, satisfaction with conversation and likeability. Results showed that people with independent self evaluated the positive presentation more favorably than people with interdependent self, whereas people with interdependent self evaluated the negative presentation more favorably than people with independent self. No significant difference was found in the evaluation of bragging presentation. The results imply that although the purpose of self-presentation is to give positive self to others, it is differently expressed through self-enhancement in North American culture and through self-effacement in East Asian culture. The results also supported previous cross-cultural studies on self-enhancement and self-effacement by providing an examination from individual level analysis.