Explaining East-WestDifferences in the Likelihoodof Making Favorable Self-Evaluations: The Role ofEvaluation Apprehension andDirectness of Expression

摘要

The authors contend that although people in both Eastern and Western cultures are motivatedto make favorable self-evaluations, the actual likelihood of expressing favorable self-evaluationsin a concrete situation depends on (a) the dominant self-presentation norms in the culture,(b) how salient the norm is in the immediate situation, and (c) the availability of normativelypermissible means to make favorable self-evaluations. The authors tested this proposal in threestudies. Study I showed that given the strong influence of the modesty norm in Eastern cultures,Chinese are more comfortable making favorable self-evaluations when evaluation apprehensionpressure in the immediate situation is reduced. Furthermore, Studies 2 and 3 showed that AsianAmericans and Chinese are more comfortable making favorable self-evaluations when they cando it indirectly by denying possession of negative traits than when they have to do it directly byclaiming possession of positive traits. In contrast, among European Americans, given the relativeweak influence of the modesty norm in their culture, they are equally comfortable with makingfavorable self-evaluations in public and private situations through affirmation of positive self-aspects and repudiation of negative self-aspects.