Culture, Dissonance, and Self-Affirmation

Abstract

Within the framework of self-affirmation theory, the authors compared levels of dissonance reduction in the free-choice paradigm between a culture typical of an independent construal of self (Canadian) and a culture typical of an interdependent construal of self (Japanese). Whereas Canadian results virtually duplicated past self-affirmation findings with U.S. participants, Japanese results showed no dissonance reduction. This, the authors argue, is because such situations do not threaten core aspects of the interdependent self: