Norm-based spontaneous categorization: Cultural norms shape meaning and memory.

Abstract

When cultures have different norms for the same situation, does culture affect memory by influencing the weight individuals assign to information or also by affecting the meaning of information itself, influencing memory via categorization? We present 4 experiments showing that, in relying on contrasting cultural norms of reciprocity (Studies 1 and 2) and spiritual purity (Studies 3 and 4), Indians and Americans differ in their interpretation of and memory for identical information. Studies 1 (N = 123) and 3 (N = 78), utilizing cued-recall, and Studies 2 (N = 143) and 4 (N = 79), utilizing multiple-choice incidental-memory tests, show cultural differences in memory and categorization in culturally relevant normative domains. In Studies 1 and 2 Americans, applying their own culture-specific reciprocity norms, were more likely than Indians to interpret gifts given after receiving help as implying reciprocity. Hence, Americans (and not Indians) tended to categorize information about gifts in terms of whether it was norm-consistent or inconsistent, evidenced by memory that reflected greater within-category confusions. In Studies 3 and 4 Indians, applying their own culture-specific norms of purity, were more likely than Americans to interpret images of shoes on sacred objects as implying spiritual impurity. Thus, Indians (and not Americans) tended to categorize information about shoes in terms of whether it was norm-violating or nonviolating, evidenced by memory that reflected greater within-category confusions. Applying culturally variable norms to the same situation leads to different understandings of the same behavior, resulting in memory that reflects norm-based spontaneous categorization. We highlight the role that culture-specific norms play in cognitively predisposing individuals to organize information in the environment.

Does Sharing Memories Make Us Feel Closer? The Roles of Memory Type and Culture

“…Our participants only imagined having conversations. Although studying memory and other cognitive processes with hypothetical scenarios is an informative approach both within and across cultures (e.g., Goyal et al, 2020; Wang & Ross, 2005; Zhao & Kushnir, 2019), additional research using other methods are called for to fully understand the correlates and outcomes of memory sharing. In particular, methods involving natural conversations coupled with experimental controls are much needed.…”

“…We focused on new relationships here to eliminate the potential effect of pre-existing relationship qualities, which is especially important in a cross-cultural context (e.g., Sparks et al, 2016). Furthermore, the use of hypothetical scenarios allows the control of individual variations in memories to be shared and has been a useful approach to studying memory and other cognitive processes (Goyal et al, 2020; Li & Wang, 2004; Wang & Leichtman, 2000; Zhao & Kushnir, 2019). Research has further shown that guided by their relationship schemas, individuals interpret hypothetical social interactions in line with their actual interpersonal experiences, which reveals their views of the self and others and predicts their psychological well-being (Oppenheim, 2006; Song et al, 2018; Wang & Ross, 2005; Zahn-Waxler et al, 2008).…”

Personality coherence in acts and texts: Searching for coherence within and beyond trait categories

“…Schemas develop as people interact with the world. For example, people who develop in different cultures may develop different schemas that, in turn, cause them to differentially categorize objectively identical situations (Goyal et al., 2020). Treating schemas as cognitive structures of personality thus erodes the distinction between situation-free personal variables and person-free situational variables (see Cervone, Caldwell, & Orom, 2008; Mischel, 2004).…”

Perceived financial constraints and normative influence: discretionary purchase decisions across cultures

“…Social norms, guidelines that indicate the right thing to do in a specific context, are a significant component of culture that shape consumer behavior (Riemer et al, 2014 ; Shavitt et al, 2016 ). Social norms are characterized by prescriptive behavioral rules that highlight the appropriate behavior (Goyal et al, 2020 ; Morris et al, 2015 ). While all cultures have social norms, the relevance and salience of social norms in decision-making has been found to vary based on the context and self-construal (Pillutla & Chen, 1999 ; Riemer et al, 2014 ).…”