Judgments of moderator variables of agreement in person perception: A comparison of two cultures

Three moderators of agreement in person perception, behavioral consistency, observability and social desirability, were studied. The major hypothesis is that the moderators can be estimated using the standing of targets on traits; that is, that as targets vary on a given trait, they vary on how they are seen as on the moderators. Using Korean ( N  = 135) and US ( N  = 81) samples, we tested this approach for 80 traits. Analyses revealed that moderators varied by the combination of trait and target standing in different ways for the two samples. In judgment of behavioral consistency over target standings, linear and curvilinear trends were stronger for the US sample than for the Korean sample. For observability, judgments were similar, although curvilinear trends were larger for the Korean sample. Furthermore, being extremely positive was perceived as less desirable for the Korean judges. These findings were discussed in terms of cultural differences. Moreover, a new approach to the study of moderators was proposed.