Perceived cultural importance and actual self-importance of values in cultural identification.

Abstract

Cross-cultural psychologists assume that core cultural values define to a large extent what a culture is. Typically, core values are identified through an actual self-importance approach, in which core values are those that members of the culture as a group strongly endorse. In this article, the authors propose a perceived cultural importance approach to identifying core values, in which core values are values that members of the culture as a group generally believe to be important in the culture. In 5 studies, the authors examine the utility of the perceived cultural importance approach. Results consistently showed that, compared with values of high actual self-importance, values of high perceived cultural importance play a more important role in cultural identification. These findings have important implications for conceptualizing and measuring cultures.

Measuring cultural values at the individual-level: considering morality in cross-cultural value research

“…Studies that change the frame of reference to value importance ratings of a social group measure conceptually also what is desired (cf. FISCHER, 2006;WAN et al, 2007). However, here it does not apply to an individual, but to a whole social group.…”

“…The evaluative valence of values may be examined to find out which values are desirable or judged as right to strive for in a society. However, if questions are referred to other people, there is always the possibility that respondents simply do not know or are not aware of the values that others deem as desirable (see also WAN et al, 2007). Another problem is that individuals may infer from their own values to those of others and regard them as normative, known as the false consensus effect in the social psychological literature (for a review see MARKS;MILLER, 1987).…”

“…They also asked the participants in a modified version of the SVS to rate the importance of the values to "an average student at the university" (WAN et al, 2007, p. 217) and to an average person of their cultural group. They called this measurement strategy "intersubjective consensus approach" or 'perceived cultural importance' approach alternatively (WAN et al, 2007). They used this approach to identify those cultural values that differentiate between Chinese, Singaporean and university culture.…”

“…Here individuals are asked about their perception of other people's values (FISCHER, 2006;WAN et al, 2007). Wan et al (2007) underlying assumption is that cultural values are those that are strongly endorsed by most members of the culture.…”

“…Here individuals are asked about their perception of other people's values (FISCHER, 2006;WAN et al, 2007). Wan et al (2007) underlying assumption is that cultural values are those that are strongly endorsed by most members of the culture. Instead of just averaging the value priorities of a social group, they argue that it is more appropriate to let research participants estimate how an average member of a cultural group would respond to the value survey as culture resides in its members' intersubjectivity.…”