ABSTRACT
This article presents an investigation of the self-concept in independent and interdependent cultures. Hypotheses are tested based on differences expected between Japanese (N = 402) and American (N = 233) consumers. Japanese conceptualizations of the self were found to be more integrated and less distinct in the sense that self-images of private and public self-consciousness were more strongly correlated. Japanese also experienced higher levels of social anxiety but lower levels of private self-consciousness than Americans. Attention to social comparison information was positively related to public self-consciousness and social anxiety, but unrelated to private self-consciousness, for both Americans and Japanese. Action control was negatively related to public and private self-consciousness and social anxiety for both Americans and Japanese. The attention to social comparison information was more strongly positively correlated with social anxiety and public self-consciousness for American as opposed to Japanese consumers. Action control was more strongly negatively correlated with social anxiety and public self-consciousness for Japanese as opposed to American consumers. The findings are interpreted from recent theories of interdependent and independent conceptualizations of the self. [Article copies available from The Haworth Document Delivery Service: 1-800-342-9678.]
