The effects of culture and self-construal on responses to threatening health information.

OBJECTIVE The current studies examined if cultural and self-construal differences in self-enhancement extended to defensive responses to health threats. DESIGN Responses to fictitious medical diagnoses were compared between Asian-Americans and European-North Americans in experiment 1 and between Canadians primed with an interdependent versus an independent self-construal in experiment 3. In experiment 2, the responses of Chinese and Canadians who were either heavy or light soft drink consumers were assessed after reading an article linking soft drink consumption to insulin resistance. MAIN OUTCOME MEASURE The primary-dependent measure reflected participants' defensiveness about threatening versus nonthreatening health information. RESULTS In experiment 1, all participants responded more defensively to an unfavourable than a favourable diagnosis; however, Asian-Americans responded less defensively than did European-North Americans. In experiment 2, all high soft drink consumers were less convinced by the threatening information than were low soft drink consumers; however, among high consumers, Chinese changed their self-reported consumption levels less than did European-Canadians. In experiment 3, interdependence-primed participants responded less defensively to an unfavourable diagnosis than did independence-primed participants. CONCLUSION Defensive reactions to threatening health information were found consistently; however, self-enhancement was more pronounced in individuals with Western cultural backgrounds or independent self-construals.