ISSN : 1229-0653
The present study examined when cultural differences in the better-than-average effect (the tendency to view oneself as better than average) would vary with trait desirability and why the differences would occurred. The researcher used Koreans and Westerners in Korea as representatives of East Asian and Western cultures, respectively. In Study 1, the author found that the magnitude of cultural difference in the better-than-average effect varied between Westerners and Koreans. While Korean participants failed to exhibit the better-than- average effect for any negative trait in 2010 year data, they showed the effect for negative traits in 2014 year data. In contrast, Westerners tended to display the better-than-average effect more than Koreans, and cultural difference was greater for negative traits than for positive traits. In Study 2 to pin down the underlying mechanism that gives rise to cultural differences, it was found that the other-enhancing orientation of the modesty norm influenced the cross-cultural difference. Westerners as well as Koreans did not show the better-than-average effect under the enhancement of the modesty norm. The findings indicate that Koreans of East Asian culture motivate to correct their own defects and improve themselves. Implications of the results and suggestions of the future studies were discussed.
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