From Culture To Priming Conditions

Abstract

Existing cross-cultural research often assumes that the independent versus interdependent self-construal process leads to different cultural behaviors, although few studies directly test this link. Extending from prior cross-cultural findings, two studies were conducted to explicitly test whether self-construal is linked with the differential use of emotions versus social information in judgments of life satisfaction. Study 1 confirmed the prediction that even among Americans, those who view themselves in interdependent terms (allocentrics) evaluate their life satisfaction in a more collectivistic manner (strong reliance on social appraisal) than those who view themselves in independent terms (idiocentrics). Study 2 replicated these findings in two cultural settings (United States and Korea) by using experimental primes of independent versus relational self-construal. Results strongly suggest that differences in self-construal processes underlie cross-cultural differences in life satisfaction judgments.