Abstract

Social pressure or cultural atmosphere may cause undesirable behavior even under desirable attitudes. This article dealt with face-saving and group conformity pressures as the most important factors which can mislead behavior, in line with a modified Confucian model of behavioral intention. Face-saving pressure is based on Confucian culture, and group conformity pressure on collectivist culture. The present study compared Korean college students' and adults' empirical data concerning luxurious wedding preparations and bribes. It was implied that "top-down reformation," characterized by high status persons' demonstration of desirable behavior and low status persons' modeling of it, would be more effective for old generations and males who tend to be authoritarian and to stress face-saving. As for young generations and females who are susceptible to conformity, it would be more effective to change social structures to make conforming people get some loss. The change of undesirable cultural factors as well as that of individuals' beliefs is necessary for the explicit expression of desirable behavior based on reformed mind. Specifically in Korea, it was recommended that old generations had better accept the desirable values of Western culture(e.g., reasonable life style, distinction between personal and public affairs), discarding undesirable values of traditional Korean culture(e.g., authoritarianism, unreasonable life style, emphasis on forms rather than contents). Meanwhile, young generations were recommended to try to discard undesirable values of Western culture(e.g., prodigality, materialism, egoism) and instead try to pursuit desirable values of traditional Korean culture(e.g., filial piety, mutual aid).