Culture, self-construal, and affective reactions to successful and unsuccessful others

Three studies examined whether cultural background and self-construal predict affective reactions to successful and unsuccessful others. Asian-Canadians and those with more interdependent self-construals had less positive affective reactions to an unsuccessful than a successful other, and less positive affective reactions to an unsuccessful other than did European-Canadians and those with less interdependent self-construals (Study 1). Priming self-construal in a sample of European-Canadians mimicked these cultural differences (Study 2), and this priming effect was moderated by cultural background (Study 3). Asian-Canadians primed with interdependence (but not independence) had less positive affective reactions to an unsuccessful than a successful target, whereas European-Canadians primed with independence (but not interdependence) had more positive affective reactions to an unsuccessful than a successful target.