Cited by 369Cultural Differences and ValuesSocial and Intergroup PsychologyPsychology of Social Influence

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Culture as common sense: Perceived consensus versus personal beliefs as mechanisms of cultural influence.

Zou, Xi, Tam, Kim-Pong, Morris, Michael W., Lee, Sau-lai, Lau, Ivy Yee-Man, Chiu, Chi-yue·2009·Journal of Personality and Social Psychology

DOI 10.1037/a0016399

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Abstract

The authors propose that culture affects people through their perceptions of what is consensually believed. Whereas past research has examined whether cultural differences in social judgment are mediated by differences in individuals' personal values and beliefs, this article investigates whether they are mediated by differences in individuals' perceptions of the views of people around them. The authors propose that individuals who perceive that traditional views are culturally consensual (e.g., Chinese participants who believe that most of their fellows hold collectivistic values) will themselves behave and think in culturally typical ways. Four studies of previously well-established cultural differences found that cultural differences were mediated by participants' perceived consensus as much as by participants' personal views. This held true for cultural differences in the bases of compliance (Study 1), attributional foci (Study 2), and counterfactual thinking styles (Study 3). To tease apart the effect of consensus perception from other possibly associated individual differences, in Study 4, the authors experimentally manipulated which of 2 cultures was salient to bicultural participants and found that judgments were guided by participants' perception of the consensual view of the salient culture.

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Self-citation

Authors: Zou, X., Tam, K.-P., Morris, M. W., Lee, S.-L., Lau, I. Y.-M., & Chiu, C.-Y.
Affiliations: London Business School (GB)
Chinese University of Hong Kong (HK)
Columbia University (US)
Nanyang Technological University (SG)
Singapore Management University (SG)
University of Illinois Urbana-Champaign (US)
ORCID: Zou, Xi
Tam, Kim-Pong
Morris, Michael W.
Lee, Sau-lai
Lau, Ivy Yee-Man
Chiu, Chi-yue
Venue: Journal of Personality and Social Psychology
Publisher: American Psychological Association (APA)
Published: 2009-10
Volume: 97
Issue: 4
Pages: 579-597
ISSN: 0022-3514 (ISSN-L)
1939-1315
DOI: 10.1037/a0016399
OpenAlex: W3121835473
Cited by: 369
References: 135
Citations by year: 2026: 10 · 2025: 20 · 2024: 12 · 2023: 18 · 2022: 17 · 2021: 17 · 2020: 16 · 2019: 28 · 2018: 28 · 2017: 19 · 2016: 17 · 2015: 45 · 2014: 28 · 2013: 21 · 2012: 23
FWCI: 31.77
Type: journal article
Language: en
Open access: closed
Locations: Journal of Personality and Social Psychology (publishedVersion)
PubMed (publishedVersion)
Singapore Management University Institutional Knowledge (InK) (Singapore Management University) (submittedVersion)
DR-NTU (Nanyang Technological University) (submittedVersion)
Rare & Special e-Zone (The Hong Kong University of Science and Technology) (submittedVersion)
Funders: National Science Foundation (BCS-0743119)
Topics: Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
Keywords: cultural influence, perceived consensus, social judgment, collectivism, personal values, counterfactual reasoning, compliance, biculturalism, cultural salience
MeSH terms: Analysis of Variance, Chin, Cognition, Cross-Cultural Comparison, Cues, Culture, Female, Humans, Judgment, Male, Poland, Social Perception, Students, United States

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Culture as common sense: Perceived consensus versus personal beliefs as mechanisms of cultural influence.

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