What Is the Relation Between Culture and Desirable Responding?

Ashok K. Lalwani, University of Illinois, Urbana-Champaign
Sharon Shavitt, University of Illinois, Urbana-Champaign
Timothy Johnson, University of Illinois, Chicago
Jing Zhang, University of Illinois, Urbana-Champaign
EXTENDED ABSTRACT - The literature in cross-cultural psychology suggests that collectivists are more likely to engage in deception in order to save face and maintain harmonious relationships with others. In contrast, individualists are portrayed as candid and sincere because individualism encourages people to Abe yourself.@ For example, Trilling (1972) argues that people in individualist cultures are more likely to seek sincerity and authenticity, whereas people in collectivist cultures de-emphasize authenticity. Similarly, Triandis (1995) proposes that honesty in interactions with strangers is a characteristic that is more highly valued by individualists than collectivists.
[ to cite ]:
Ashok K. Lalwani, Sharon Shavitt, Timothy Johnson, and Jing Zhang (2004) ,"What Is the Relation Between Culture and Desirable Responding?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 434-434.