Effects of Self-Construal Differences on Cognitive Dissonance Examined by Priming the Independent and Interdependent Self

Prior cross-cultural research on dissonance has relied on cultural stereotypes in assuming that individuals from Western cultures are individualistic and have independent self-construals whereas individuals from Asian cultures are collectivistic and have interdependent self-construals. The current research made use of priming to avoid relying on cultural stereotypes and examined how having an independent or interdependent self-construal accounted for differences in dissonance experienced. A total of 120 participants who were Singapore citizens or permanent residents were randomly assigned to one of four conditions. Participants received either an independent or interdependent prime, and rated and ranked CDs before and after they made a choice between closely valued alternatives either for oneself or a close other. Results indicated that independently primed participants demonstrated significant dissonance when they made choices for themselves and close others whereas interdependently primed participants demonstrated significant dissonance when they made choices for close others but not for themselves. The study's findings suggest that having either self-construal accounted for differences in dissonance experienced.