Abstract: | In testing possible cultural effects of the use of the self as an habitual reference point to which others are compared, we expected that: (a) individualistic participants (i.e., those who give priority to personal goals) would rate self—other similarity higher when asked “How similar is X to you?” than when asked “How similar are you to X?”, whereas nondirectional similarity judgements (“How similar are these two people?”) would resemble the former directional comparison; (b) collectivistic participants (i.e., those who give priority to in‐group goals) would show a weaker or, possibly, reversed pattern, especially using in‐group comparison others. Neither hypothesis was upheld. However, the individualists perceived the in‐group to be relatively more similar to themselves as compared to the collectivists. This difference cannot be explained by response bias, status asymmetry, or role differentiation. We propose an explanation in terms of the differential relationship between self and other representations for people from collectivist versus individualist cultures. |