“…Elsewhere, the uniqueness of the private self has been identified as a prominent aspect of ego experience for Japanese (Watanabe & Komatsu, 1999), contrary to their radically sociocentric characterization. More importantly, uniqueness deprivation (being made to feel ordinary or common) has been found to prompt assertion of individuality in Japan (Ueno, 1984(Ueno, , 1986Yamaoka, 1989Yamaoka, , 1995, just as it does in North America (Snyder & Fromkin, 1980). Furthermore, comparative analysis of television commercials has revealed that the uniqueness of the marketed product or selling proposition is emphasized even more in Japan than in the United States (Ramaprasad & Hasegawa, 1992).…”