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Social Influence and Intercultural Differences

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Advances in Culturally-Aware Intelligent Systems and in Cross-Cultural Psychological Studies

Part of the book series: Intelligent Systems Reference Library ((ISRL,volume 134))

Abstract

Culture is an important part of what individuals are and can orient their attitudes, beliefs, and behaviors in several contexts. In equivalent situations, people would be likely to report different reactions depending on their cultural background. The effects of cross-cultural differences (individualistic vs. collectivistic cultures) on cognitive dissonance, social influence, and persuasion are discussed. This chapter shows that intra-individual processes, such as reduction dissonance and the processing of persuasive information, are regulated by cultural orientations and cultural aspects of the self (independent vs. interdependent self-construal). Considering these cross-cultural effects, new avenues of research open up on change and resistance to change in many fields such as health, environment, consumption, and radicalization.

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Notes

  1. 1.

    Radicalization is defined as an extreme commitment to a specific cause leading to a form of violent action [81].

  2. 2.

    Individualism refers to the preference to act as an individual with priority for one’s personal interest and for the immediate family (husband, wife and children). On the contrary, collectivism can be defined as a preference for a social framework in which the individual is integrated from birth in a group which will protect him in exchange for his unconditional loyalty [46].

  3. 3.

    Hofstede [44] defined power distance as “the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally” (p. 28). Power distance regulates the extent to which different members of society command respect and wield influence (cited by [106]).

  4. 4.

    Uncertainty avoidance refers “to the extent to which people feel threatened by ambiguous situations, and have created beliefs and institutions that try to avoid these” [47].

  5. 5.

    As a society, masculinity/femininity “refer to the distribution of values between the genders” [46, p. 12].

  6. 6.

    Long-term vs. short-term orientation distinguishes societies which prefer maintaining traditions rather than privileging societal change [44].

  7. 7.

    “Indulgence stands for a society that allows relatively free gratification of basic and natural human desires related to enjoying life and having fun. Restraint stands for a society that controls gratifications of needs and regulates it by means of strict social norms” [46, p. 15].

  8. 8.

    In the middle of the 19th century, the island of Hokkaido was mainly inhabited by indigenes, the Ainu. They underwent a radical change of society in 1867 when the feudal government was returned to the emperor during the Meiji restoration (also called the Meiji revolution). This societal change was accompanied by an openness to commerce and intensive westernization. According to Kitayama and his collaborators, the consequences of these historical particularities would be found in the values shared by the present generation of the island, and the residents are closer to individualist cultures than to collectivist ones.

  9. 9.

    As underlined in the section on culture and dissonance, according to the theory of self-affirmation [119], individuals need to restore their self-integrity. In reaction to a threat to the self that is generated, for example, by reading a preventive message, the individual puts in place a defensive bias which reduces the possibility of changing beliefs or behaviors. Affirming important personal values (self-affirmation) then allows restoring self-integrity and, furthermore, allows accepting the prevention message on both the cognitive and the behavioral level.

  10. 10.

    In this study, the scale of individualism and collectivism developed by Hui [53] was used. However, the authors also proposed the use of the individualist-collectivist cultural orientation scale of Triandis et al. [129].

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  1. LPS, Aix Marseille University, 29 Avenue Robert Schuman, 13621, Aix-en-Provence, France

    Lionel Rodrigues, Jérôme Blondé & Fabien Girandola

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    Colette Faucher

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Rodrigues, L., Blondé, J., Girandola, F. (2018). Social Influence and Intercultural Differences. In: Faucher, C. (eds) Advances in Culturally-Aware Intelligent Systems and in Cross-Cultural Psychological Studies. Intelligent Systems Reference Library, vol 134. Springer, Cham. https://doi.org/10.1007/978-3-319-67024-9_18

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