Culture modifies the operation of prime-to-behavior effects

Culture affects the extent to which people focus on other people or on the situation in drawing inferences. Building on recent research showing that perceptions of others and situations can mediate prime-to-behavior effects, we tested whether culture would modify both the mechanism and the outcome of primed constructs on behavior. Easterners and Westerners were primed with competitiveness or cooperativeness before playing a social dilemma game with an ambiguously or unambiguously competitive player. Results indicated that the primes had different effects on the social dilemma decisions of Easterners and Westerners and that these effects were due to the different consequences the primes had for Easterners' and Westerners' perceptions of the other player and construals of the situation. © 2011 Elsevier Inc.

Duke Scholars

Author Aaron Charles Kay Fuqua School of Business