ISSN : 1229-0653
The present research investigated empirically different attitude in implicit level between the priming of weness and of individuality. Using Implicit association test, we measured changes in the implicit attitude (distance measured by reaction time) before and after (repeated measures) priming weness or individuality (between group variable) in Experiment 1. It was found that the psychological distance was not changed in the individuality primed condition but was reduced in the weness primed condition. In Experiment 2, we used Single target IAT to disentangle the potential confounding effect in the original IAT. It was found that the neutral attitude before the priming was changed in negative direction after individuality priming but in positive direction after weness priming. The results of present study demonstrated implicit dynamic of attitude change as a result of weness priming. This indicates that the interpersonal distance is reduced in the weness mode of relationship in contrast to the mode of individuality, providing experimental support to cultural psychology of preferring we over I among Korean people.
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