Influence of self‐construals on the perception of different self‐presentation styles in Korea

Abstract

The present study investigated how perceivers' self-construals influence the perception of others who use self-enhancement or self-effacement in communication. It was predicated that independent self and interdependent self would differently affect the evaluation of self-enhancing presentation and selfeffacing presentation. Two hundred and forty-six Korean college students read a scenario depicting a person using bragging, and positive and negative selfpresentations for his/her accomplishment, and then evaluated the presenter in the scenario on intention of future interaction, satisfaction with conversation and likeability. Results showed that people with independent self evaluated the positive presentation more favorably than people with interdependent self, whereas people with interdependent self evaluated the negative presentation more favorably than people with independent self. No significant difference was found in the evaluation of bragging presentation. The results imply that although the purpose of self-presentation is to give positive self to others, it is differently expressed through self-enhancement in North American culture and through self-effacement in East Asian culture. The results also supported previous cross-cultural studies on self-enhancement and self-effacement by providing an examination from individual level analysis.

“Deception: Moral Transgression or Social Necessity?”: Cultural-Relativity of Deception Motivations and Perceptions of Deceptive Communication

“…A review of self-construal literature (e.g., Kim, 1993Kim, , 1999Kim, Kim, Kam, & Shin, 2003;Kim, Shin, & Cai, 1998;Kim et al, 1996;Kitayama, Markus, Matsumoto, & Norasakkunkit, 1997;Markus & Kitayama, 1991;Singelis & Brown, 1995) suggests that because the independent source of esteem is embedded in establishing and protecting the ''authenticity'' of the self, higher degrees of independence will be associated with self-oriented motivations for deception. By contrast, it is expected that higher degrees of interdependence will be related to the other-oriented motivation for the use of deception because the key focus is on maintaining relational harmony and on the needs and desires of others.…”

Development of children’s moral evaluations of modesty and self-promotion in diverse cultural settings

“…Fu, Xu, Cameron, Heyman, and Lee (2007) showed cultural factors to serve as determinants of children’s evaluations of truthful and untruthful statements and reported significant differences between education in collectivistic and individualistic societies. Chinese children’s evaluations reflect the influence of a cultural emphasis on self-effacement and modesty (Bond, 1986; Bond, Leung, & Wan, 1987; Kim, Kim, Kam, & Shim, 2003; Kurman, 2002; Lalwani et al, 2009), whereas western cultures are more inclined to protect an individual even if that might harm a group. That is, Canadian children reflect a Canadian cultural appreciation of promoting self-confidence and self-esteem (Lee et al, 1997; Fu et al, 2007), somewhat similar to the perspectives of American children (Wang & Leichtman, 2000).…”

Sales Teams or Salespersons: Performance Implications for Embracing Individualistic and Collectivistic Cultural Values in a Global Marketplace

“…In addition, throughout the literature on individualism and collectivism, America and Australia are generally considered to be countries high in individualism and low on collectivism, and East Asian countries such as Japan and Korea are considered low on individualism and high on collectivism (Brewer & Chen, 2007;Kim, Min, Kim, Karadeen, & Shin, 2003;Oyserman et al, 2002;Zou et al, 2009). Hofstede (1980), using his IBM data, scored the United States and Australia as the two most individualistic countries in the world, scoring 91 points and 90 points on a 100-point scale, respectively; Japan and South Korea scored much lower in individualism, at 46 points and 18 points, respectively, on the same 100-point scale.…”