Contents of volume 9

Abstract

Do self-enhancement/self-protection and self-esteem reflect fundamental human motivations or are they culturally bound occurrences? The debate on universalism versus cultural relativism of self-motives and self-esteem shows no sign of abatement. We advance the debate by proposing the extended self-enhancing tactician model. The model aspires to account for two seemingly contradictory phenomena: cross-cultural invariance (equivalence of self-motive strength and self-esteem desire across cultures) and cross-cultural variability (differential manifestations of self-motives and self-esteem across cultures). The model's four foundational tenets address cross-cultural invariance: (1) The individual self is panculturally valued, and it is so over the relational or collective self; (2) The self-enhancement/self-protection motives are equally potent in East and West; (3) The structure of self-enhancement and self-protection strivings is similar across the cultural divide; and (4) the desire for self-esteem is pancultural. The SCENT-R model's four key postulates address cross-cultural variability. First, Easterners assign relative importance to, and report higher, liking-based self-esteem, as well as consider collectivistic attributes important and self-enhance on them, whereas Westerners assign relative importance to, and report higher, competence-based self-esteem, as well as consider individualistic attributes important and self-enhance on them. Second, when constraints on candid self-enhancement are lifted, Easterners behave like Westerners: they report higher modesty and lower self-esteem than Westerners, but, controlling for modesty, differences in self-esteem disappear; they self-enhance in competitive, but self-efface in cooperative, settings; they profit from other-mediated than own-initiated self-enhancement. Third, implicit self-esteem is similarly high across cultures. Fourth, self-esteem and self-enhancement/self-protection confer parallel benefits in East–West, depending in part on domain relevance. Self-enhancement and self-protection, as well as self-esteem, reflect fundamental human motivation.