1. Culture and The Self

2. Sources of Cultural Differences
Evoked culture—produced by environmental differences (e.g., source of food).
Transmitted culture—produced by communication of beliefs from generation to generation (e.g., morals).

3. Individualist vs. Collectivist Culture
Individual success
Take care of oneself
Express individual identity
Collectivist
Group success
Take care of each other
Restrain self to fit in with the group

4. Individualist vs. Collectivist Differences in Self-Construal
Responses to the 20 statements test (Cross et al., 1995)
Attribute checklist (Markus & Kitayama)

5. Individualist vs. Collectivist Differences in Self-Enhancement
Better than average effect.
Self-Serving attributions.

6. Individualist vs. Collectivist Differences in Cognitive Dissonance
Kitayama et al. (2004)
Previous research—less dissonance in collectivists.
Kitayama et al. theorized that dissonance can threaten the independent self or the interdependent self.
Japanese p’s are affected by dissonance when it threatens the interdependent self.