Unpacking East–West Differences in the Extent of Self‐Enhancement from the Perspective of Face versus Dignity Culture

Abstract

AbstractThe question of whether or not the need for self‐enhancement is culturally universal has been a controversial issue in cultural psychology. Though there have been numerous studies arguing that East Asians also have the need for self‐enhancement, the controversy remained. We contend that the field is ready to see a cohesive theory that integrates and explains when and why East Asians do and do not manifest their need for self‐enhancement. In this paper, we provide the theoretical logics of and rationales behind face and dignity cultures as the new theoretical proxies that integrate and explain East Asians' self‐enhancing behaviors, supplementing the former approach that uses the individualism‐collectivism dichotomy. In particular, four representative properties of face culture — humility, public (versus private) concern, prevention regulatory focus, and harmony — are discussed to explain cross‐cultural differences in the extent and ways of manifestations of self‐enhancement motivation between European Americans and East Asians. Theoretical corroborations and empirical findings supporting this approach are also discussed.