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Deviance or uniqueness, harmony or conformity: A cultural analysis
Open accessAbstract
Uniqueness has positive connotations of freedom and independence in American culture, whereas conformity has positive connotations of connectedness and harmony in East Asian culture. The present research examined how these cultural values and individual preferences for uniqueness and conformity influence each other. In Studies 1 and 2, East Asian and European American preferences for uniqueness were measured using abstract figures. In Study 3, the choice of pens by East Asians and European Americans was examined as a function of whether the pen appeared unique. In Study 4, Korean and American magazine ads were analyzed with a focus on themes of conformity and uniqueness. In all studies, East Asians preferred targets that represented conformity, whereas European Americans preferred targets that represented uniqueness. The results highlight the relationship between individual preference and the adoption and perpetuation of cultural values. If a person orders a decaffeinated cappuccino with nonfat milk in a cafe in San Francisco, he or she can feel good about having a preference that is not exactly regular. That person can feel right about being able to get the drink exactly the way he or she wants it and will be vindicated as the waiter brings the precise drink ordered without comment or question. In the United States, drinking a decaffeinated cappuccino with nonfat milk feels as good as drinking a regular cup of coffee, perhaps even better. The best taste is one's individualized taste, and being sure of one's own particular taste contributes to being an appropriate person in this cultural context. If a person orders the same drink—a decaffeinated cappuccino with nonfat milk—in a caf6 in Seoul, however, he or she may feel strange about being the only person who is getting this specialized beverage. That person will face others who are likely to be forming the impression that he or she is a person who does not get along with the group very well, and, moreover, that person will have to confront a waiter who may be annoyed at the request. Eventually, the person may even be humbled by the verdict that the cafe cannot make this idiosyncratic drink just for her. In this Korean cultural context, it does not feel right or good to drink a cup of decaffeinated cappuccino with nonfat milk. In Korea, the normal, regular, and traditional are usually the best tastes for the individual, and a
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“Similarly, the need for variety and uniqueness is weaker in East Asian cultures compared with Western cultures (Kim & Drolet, 2003; Kim & Markus, 1999).”
From Creativity: The Influence of Cultural, Social, and Work Contexts (2010) · cites this paper as Kim & Markus, 1999
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“In contrast, cultures that emphasize the values of individualism, low power distance, and low uncertainty avoidance create a cultural environment that supports the expression of one's unique ideas and the exploration of new ways of doing things (Brewer & Chen, 2007; Brewer & Gardner, 1996; Kim & Markus, 1999).”
From Creativity: The Influence of Cultural, Social, and Work Contexts (2010) · cites this paper as Kim & Markus, 1999
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“Collectivist values have been associated with conformity (Kim & Markus, 1999), which may explain why Thai students tried to fit in and did not want to be the center of attention, being so visible.”
From Collaborative Online Learning across Cultures: the Role of Teaching and Social Presence (2022) · cites this paper as Kim & Markus, 1999
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“In individualist cultures (such as the US), the self is a more bounded, autonomous entity, whereas in collectivist cultures (such as in East Asia), the self is more interconnected and tied to important relationships.”
From The psychology of self-defense: Self-affirmation theory (2006) · cites this paper as Kim & Markus, 1999
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Self-citation
Metadata
- Authors
- Kim, H., & Markus, H. R.
- Affiliations
- Stanford University (US)
- Venue
- Journal of Personality and Social Psychology
- Published
- 1999-10
- Volume
- 77
- Issue
- 4
- Pages
- 785-800
- ISSN
- 0022-3514 (ISSN-L)
- 1939-1315
- OpenAlex
- W2144372049
- Cited by
- 1,216
- References
- 88
- Citations by year
- 2026: 30 · 2025: 65 · 2024: 44 · 2023: 43 · 2022: 67 · 2021: 53 · 2020: 115 · 2019: 58 · 2018: 65 · 2017: 65 · 2016: 54 · 2015: 72 · 2014: 62 · 2013: 59 · 2012: 57
- FWCI
- 16.26
- Type
- journal article
- Language
- en
- Open access
- green
- escholarship.org
- Licence
- cc-by-nc-sa
- Locations
- Journal of Personality and Social Psychology (publishedVersion)
- eScholarship (California Digital Library) (submittedVersion, cc-by-nc-sa)
- Topics
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- uniqueness, conformity, cultural values, East Asian culture, individual preferences, magazine advertising, consumer choice, Korean culture, American culture, individualism-collectivism
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