Task 1 - Individualist vs. Collectivist Cognition

Question 1

Western Cognition

Answer 1

• Attend to focal object
• analyze attributes
• formal logic
• emphasis on individual objects (e.g. in art)

Question 2

Eastern Cognition

Answer 2

Attend to broad perceptual & conceptual field

• focus on relationship & changes
• group based on family resemblance
• emphasis on field, not on objects

Question 3

Causality Attribution Differences

Answer 3

Western: focus exlusively on object
Eastern: attributions based on context

Question 4

Causes of differences in Cognition

Answer 4

• social factors

- early training

Question 5

Social Factors

Answer 5

East Asions: tend to live in communities with prescribed roles; contain more objects
Westerners: less constraining social networks

Question 6

Western Early training

Answer 6

• Babies sleep in separate beds from parents

- Emphasis on objects and their attributes

Question 7

Eastern Early Training

Answer 7

• Rarely sleep in bed separate from parents

- emphasis on feelings and relationships

Question 8

Greeks

Answer 8

• used formal logic
• focused on single object
• better in geometry

Question 9

Chinese

Answer 9

• focused on entirety

- worse in geometry but better in magnetism and astronomy (moon and tides)

Question 10

Causal Attribution

Answer 10

Individualist: explain events with properties of objects
Interdependent: explain events with reference between object and field

Question 11

Decision-making

Answer 11

Interdependent cultures more likely to compromise in conflicts
-> try to find truth; individualistic: more inclined to reject one in favor of other

Question 12

Categorization

Answer 12

East Asians: classify based on relationships and family resemblance (cow & grass: cow eats grass)
Americans: classify by rule-based category membership (cow and chicken, both animals)

Question 13

Detection of Covariation

Answer 13

Chinese: focus on field, better at judging covariation

Question 14

Field dependence

Answer 14

• Chinese: difficulty separating objects from surroundings

- -> focus more on field

Question 15

Attention to field

Answer 15

Americans: mention salient objects first

-Japanese: mention info about field first

Question 16

Change blindness

Answer 16

Pictures shown sequentially (not side-by-side)

• Americans: noticed changes in objects more
• Japanese: noticed changes in relationships and environmnet more

Question 17

WEIRD cultures

Answer 17

Western Educated Industrialized Rich Democratic cultures

Question 18

WEIRD problem

Answer 18

• most studies are of WEIRD cultures (92% psychology studies from US)
• WEIRD cultures unusual in global perspective though

Question 19

Reasoning Differences

Answer 19

Western: rely on analytical reasoning strategies
Asians: rely on holistic reasoning strategies

Question 20

Holistic Thinking

Answer 20

Considering objects or scenarios (e.g. people’s behaviors) by focusing on context and relationships between focal object and its context

Question 21

Analytic Thinking

Answer 21

Focusing on the focal objects and its features:

• more likely to attend to focal object
• more susceptible to primacy effect

Question 22

Memory Differences

Answer 22

Individualistic: better in memory for categorically processed information
-more categorical-based memory errors
Interdependent:
-better in memory for contextual information
-memory advantages in multitasking (see the entire picture)

Question 23

Heuristic Differences

Answer 23

Americans: stronger representative heuristics: more likely to expect cause and effect to correspond in magnitude
Chinese: more likely to understand and appreaciate regression towards the mean

Question 24

Information processing differences

Answer 24

Americans: stronger future orientation (value it more)
East Asians: stronger past orientation (put less weight on most immediate infromation, past and future perceived more connected to present)

Question 25

Priming

Answer 25

Analytical or holistic thinking can be induced via priming

Question 26

Decision-making differences

Answer 26

Holistic: tend to consider more information and contextual factors, seek compromise more

Question 27

Advertisement differences

Answer 27

Americans: favor ads featuring facts
Asians: favor ads focusing on general associations of product with context and experience

Question 28

Social Class differences

Answer 28

Working class tend to be more interdependent than middle class;

Question 29

Voluntary Settlement Hypothesis

Answer 29

frontiers attract people with more independent orientation, conditions along frontier foster independent norms
-> explanation for cultural differences within US

Question 30

Marketing

Answer 30

Brand attitude strong predictor for purchase intent regardless of culture;
Likeability important when advertising to culturally conservative groups

Question 31

Universal paths (marketing)

Answer 31

Ethicality of ad

• > Likeability of ad
• > Attitude to Advertiser
• > Attitude to brand
• > Purchase intent