Who Is Your Biggest Critic? Cultural Variation in Moral Judgments of the Self and Others

• Published in: Journal of cross-cultural psychology 2024-07, Vol.55 (5), p.535-552
• Main Authors: Salvador, Cristina E., White, Cindel J. M., Ai, Ting
• Format: Article
• Language: English
• Subjects: Action; Attribution; Cross-cultural psychology; Cultural differences; Moral judgment; Predictions; Punishment; Self esteem; Selfcriticism; Selfenhancement
• ISSN: 0022-0221; 1552-5422
• DOI: 10.1177/00220221241255673

People are motivated to punish others who commit immoral actions when they believe the person willingly committed such an act. Compared with European American individuals, East Asian individuals are more punitive of wrongdoings, yet are less likely to attribute actions to the person. Here, we drew on research in cultural psychology to test the prediction that Chinese individuals are more punitive in part because they are more self-critical than European American individuals. This prediction would imply that cultural differences in punishment are most pronounced in judgments of oneself (vs. others) and largely driven by a difference in self-enhancement motives. To test this prediction, we conducted two studies, where 1,563 participants imagined immoral (vs. moral) actions performed by themselves or others. We then measured self-enhancement (how much participants perceived the immoral act impacts self-esteem) and attributions (how much participants perceived the immoral act is due to the person). As predicted, Chinese individuals punished immoral behavior more than European American individuals, which was explained by Chinese individuals being less self-enhancing, as indicated by a greater perception that immoral actions will negatively impact their self-esteem. Dispositional attributions predicted punishment regardless of culture. This work highlights how cultural differences in self-enhancement are key to understanding moral judgments and their cultural variation.