Earlier studies on identity have reported that North Americans and East Asians have very distinct views of self. While North Americans related consistency, stability, and clarity of self to high self-esteem, good social adjustment, and strong true self, East Asians, who tended to contextualize their identity and demonstrate high inconsistency and lack of clarity, did not relate these tendencies to lack of self-esteem or true self. Markus and Kitayama (1991, 1998) explained this difference with independent and interdependent self-construals. This study extends these earlier studies by proposing and testing an alternative theoretical framework, the theory of cognitive relativity. The theory stipulates that Koreans, who hold a holistic worldview, maintain higher cognitive relativity in their self-concept than Americans, who hold an analytic worldview. The results supported the theory. Koreans showed higher relativity in all three attributes of self-concept: physical, psychological, and social. Particularly, the social attribute yielded a striking difference and the psychological attribute also showed robust differences between the two cultures. Physical attribute did not show as strong a difference, but the difference was still statistically significant. Americans and Koreans did not show statistically significant differences in independent and interdependent self-construals, while the effect of culture on cognitive relativity was significant after controlling for the effect of self-construal.