Bicultural Identity and Social Support Seeking Processes: The Effects of Cultural Priming Among East Asian Americans

Abstract

Research has discovered that those from individualistic cultures are more likely to seek social support and view it as effective when coping with stress compared to those from collectivistic cultures. However, many individuals have a bicultural background rooted in both individualistic and collectivistic values, which can enable them to adapt their support seeking behavior to different contexts, depending on which cultural values are salient. The present research evaluated the effects of identity priming on support seeking and support expectations among East Asian Americans. Participants (N = 146) recruited from undergraduate populations were randomly primed with either American (individualistic) or East Asian (collectivistic) cultural icons, followed by questionnaires evaluating their support seeking behaviors and perceptions of support for a current stressor. Generational status and cultural identification were assessed as potential moderators. Contrary to our hypothesis, cultural prime had no impact on support seeking behavior, but did affect perceptions of support. Participants primed with East Asian (vs. American) icons perceived significantly higher overall support (b = –0.42, β = –.21, p = .014) and family support (b = –0.49, β = –.18, p = .038). We also found that those who strongly identified with their American identity reported significantly higher overall perceived support (bsimple = –0.71, bsimple = –.73, p = .003, ΔR2 = .030) and friend support (bsimple = –0.72, bsimple = –.68, p = .005) when primed with East Asian (vs. American) icons. This study considers the within-group differences among East Asian Americans and expands understanding of the relationship between culture and social support.