By articulating what turns on culturally characteristic motivations and studying the extent that these motivations map on to individualism and collectivism or other cultural syndrome models, research on the interface between culture and motivational processes provides a new frontier on cultural psychology. To address gaps in causal reasoning that this correlational evidence cannot address, a situated cognition approach to culture is outlined and evidence for this model is presented. The focus is mostly on content differences, with less emphasis on process and motivation. Correlational evidence that operationalizes culture in terms of individualism and collectivism captures some important aspects of cross-cultural difference. ![]() ![]() This chapter aims to illuminate at least part of this hidden process, focusing on how individualism and collectivism as cultural syndromes likely influence cognitive content, procedures, and motivations. However, without experimental evidence, the process by which culture matters remains hidden. WIREs Cogni Sci 2011 2 193–205 DOI: 10.1002/wcs.98įor further resources related to this article, please visit the WIREs websiteĬorrelational evidence supports the claims made by individualism and collectivism models of culture. We review the literature that shows that the degree to which decision makers calculate preferences is influenced by goals, cognitive constraints, and experience. If construction is synonymous with calculation, we contend that many preferences are calculated and the more important question is to what degree preferences are calculated. Constructed, however, can mean instead that a preference is calculated or formulated during the judgment and choice process. As a motivating example, we show that preferences are influenced by goals and goals are highly context sensitive. If construction is synonymous with context sensitivity, we contend that preferences are always constructed because context influences nearly every aspect of the judgment and choice process. Constructed can mean that a preference changes across contexts. We contend that the answer to this question depends on the meaning of the term constructed. Recent work calls for a better understanding of when preferences are constructed and when they are not. This has led to the view that preferences are constructed. (PsycINFO Database Record (c) 2014 APA, all rights reserved).Įxtensive research in the values and preferences literature suggests that preferences are sensitive to context and calculated at the time of choice. We discuss these theoretical and measurement implications as well as practical implications for health and well-being, habits and behavior change, and global marketing. The fundamental shift in focus offered by the normative-contextual model generates novel hypotheses and highlights new measurement criteria for studying attitudes in non-Western sociocultural contexts. According to the normative-contextual model, likely to be a good fit in contexts that foster interdependence and holistic thinking, attitudes need not be personal or necessarily stable and internally consistent and are only functional to the extent that they help one to adjust automatically to different contexts. Rather, it is the ongoing and reassuring integration of others' views into one's attitudes. In this model, adjustment to norms does not involve an effortful struggle between the authentic self and exogenous forces. In contrast, the normative-contextual model emphasizes that attitudes are always context-contingent and incorporate the views of others and the norms of the situation. The currently dominant person-centric model emphasizes the centrality of personal preferences, their stability and internal consistency, and their possible interaction with externally imposed norms. To this end, we propose an additional model-a normative-contextual model of attitudes. We suggest that incorporating research insights from non-Western sociocultural contexts can significantly enhance attitude theorizing. ![]() As a result, the prevalent psychological model of attitudes is a person-centric one. However, this theorizing reflects primarily Western philosophical views and empirical findings emphasizing the centrality of personal preferences. Attitudes, theorized as behavioral guides, have long been a central focus of research in the social sciences.
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