Abstract

This article deals with the phenomena to prefer the modesty-biased attributer (the person who attributes the causes of personal success to situational factors such as the assistance from others and the causes of failure to internal factors such as the lack of one's own abilities) to the self-enhancing attributer (the person who attributes in the opposite direction from the modesty-biased attributer) in Korean culture. In experiment 1, it was found that the modesty bias m attribution and the preference for such attributer were displayed in Korean office workers. In experiment 2, it was found that such phenomena were prevalent in Korean allocentric students, but not in idiocentrics. These results implicates that modesty is the cultural code in collectivist cultures like Korea. On the basis of these facts, some relevant topics of future researches were discussed.