Forecasting good or bad behaviour: A non‐transparent test of contrastive responses to cultural cues

Abstract

Bicultural individuals vary in the degree to which their two cultural identities are integrated – Bicultural Identity Integration (BII). Among Asian‐Americans, for example, some experience their Asian and American sides as integrated (high BII) whereas others experience the two as divided (low BII). Past research on social judgement found that individual differences in BII affect the way biculturals respond to cultural cues or norms in their situation. Asian‐Americans with low BII tend to contrast to the cultural norm (e.g. they exhibit typically American judgements when in Asian cultural situations) rather than assimilate to them, a response observed more among high BII individuals (e.g., they exhibit typically Asian judgements when in Asian cultural situations). Research has interpreted the contrastive response as reflecting implicit identity motives, yet past studies used measures that make cultural differences salient. Conscious awareness of the experimental hypothesis could elicit contrastive responses. The present research assessed forecasts of others' behaviour in which cultural group differences are less obvious: Asians, compared to Westerners, forecast more positive behaviours from others. In three experiments with Asian‐Americans, we found the contrastive response by low BII individuals persisted. They made more positive forecasts after exposure to American versus Asian cultural cues. This suggests that the moderating role of BII on responses to cultural cues is not a matter of demand characteristics or limited to stereotypical cultural differences. Implications for bicultural identity, implicit processes, and organizational behaviour are discussed.