Abstract
Past research has found that people of East Asian backgrounds avoid seeking help out of relational concerns. Research on amae, however, suggests that Japanese may use amae to simultaneously obtain the needed help and enhance relationships. Study 1 showed that among Japanese entrepreneurs and managers, the propensity toward amae correlated with perceiving fewer costs of help‐seeking, seeking more help at work, greater engagement in new relationships and higher general trust. These associations suggest that the Japanese may be using amae to get the help they need and to build new relationships. Study 2 further showed that first‐year undergraduates who reported engaging in amae soon after entering college showed a significant increase in sense of purpose and satisfaction with college life in their first year. These findings suggest that, unlike dependency or passive love, amae can be highly adaptive for the Japanese.
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