Abstract

The present study focused on college women's view on socially normative behavior in Korean culture. In western cultures, people tends to attribute their success to their internal attributional dimension(i.e., effort and ability) whereas they are more likely to ascribe their failure to external dimension(i.e., luck and task difficulty). This phenomenon is defined as 'self-serving bias'. However, in Asian cultures, esp. Korean cultures, most people would attribute their success to external dimension of attribution such as parent's support, luck, task difficulty and their failure to internal dimension such as ability and effort. These phenomenon, seemingly is a contrast to western cultures. But, in Korean culture, these behaviors are result in socially internalized norms and values. Consequently, these behaviors are evaluated as not honest and ritualized behavior. This study was conducted by 2(ingroup/outgroup) by 2(victory/defeat) by 6(attributional dimension; luck, task difficulty, my effort, friend's effort, my ability, friend's ability) factorial design. The results revealed that more humble person was not honest even though he or she was evaluated more prefered person as his or her friend, group member and components of society. Additionally, he or she was evaluated as matured one and one with propriety. What humble person was to attribute his or her success to external dimension and to show group-enhancing bias.