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Journal of Cross-Cultural Psychology, Vol. 35, No. 6, 705-712 (2004)
DOI: 10.1177/0022022104270112
© 2004 SAGE Publications

Language and Self-Construal Priming

A Replication and Extension in a Hong Kong Sample

Markus Kemmelmeier

University of Nevada, markusk{at}unr.edu

Belinda Yan-Ming Cheng

University of Michigan

Previous research has argued that language serves as a cognitive cue to reinforce culturally normative self-construals. We hypothesize that language-priming effects would be stronger for women than men and that they would primarily occur for self-construals that are not already latently salient in the respondents’ culture. Also, in contrast to earlier research on language priming of self-construals, we rely on Singelis’s independent and interdependent self-construal scales as closed-ended dependent measures. Using a bilingual sample from Hong Kong (n = 126), we experimentally varied questionnaire language (English vs. Chinese) and found support for all our predictions. The discussion focuses on cue strength as moderator of language-priming effects.

Key Words: self-construals • priming • language • gender


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