Culture and stereotype communication : are people from Eastern cultures more stereotypical in communication?
Journal of Cross-Cultural Psychology
Sage Publications, Inc.
cross-cultural differences, stereotype communication, cultural dynamics, cultural strategy
This article presents an ecological approach to communication of stereotype-relevant information. We propose that communicating more stereotype-consistent (SC) and less stereotype-inconsistent (SI) information is a default strategy used by Easterners to fulfill their culturally installed goal—namely, to maintain harmonious relationships with others. And communicating informative information (both SC and SI information, and even more SI information) is a default strategy used by Westerners to fulfill their culturally installed goal—namely, to be accurate. When Easterners and Westerners were asked to communicate a firsthand stereotype-relevant story to a purported (Study 1) and a real (Study 2) communication partner without specifying a clear communication goal, they resorted to their cultural default strategy. However, when they were instructed to have a clear communication goal indicating the inappropriateness of the use of the default strategy, their communication pattern changed (Study 3). Results are discussed in terms of societal constraints of individualistic and collectivistic societies.
Copyright © The Author(s) 2012
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Yeung, V. W. L., & Kashima, Y. (2012). Culture and stereotype communication: Are people from eastern cultures more stereotypical in communication? Journal of Cross-Cultural Psychology, 43(3), 446-463. doi: 10.1177/0022022110395138