Date: December 2011
Creator: Hoersting, Raquel Carvalho
Description: Individualist and collectivist cultural approaches describe the relationship between an individual and his or her social surroundings. the current study had a two-fold purpose. the first was to investigate whether Brazilians, like other collective peoples, displayed more group self-representations, categorized items more relationally and paid more attention to context than Americans. the second purpose of this study was to investigate if counter-cultural primes played a role in activating either collective or individual selves. Both American (n = 100) and Brazilian (n = 101) participants were assigned either to a no-prime condition or a counter-cultural prime condition and then were asked to rate emotion cartoons, categorize items, complete the Twenty Statement Test (TST), and choose a representative object. As expected, unprimed Brazilian participants displayed more collectivist patterns on emotional (F[1,196] = 10.1, p = .001, ?²= .049; F[1,196] = 7.9, p = .006, ?²= .038; F[1,196] = 9.0, p = .005, ?²= .044) and cognitive (F[1, 196] = 6.0, p < .01, ?² = .03) tasks than Americans. However, Brazilians offered more individualist self-representations (F[1, 195] = 24.0, p < .001, ?² = .11) than American participants. Priming only had a marginal effect on item categorization (F[1,194] = 3.9, p = ...
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