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Journal of Cross-Cultural Psychology
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Disregard for Outsiders

A Cultural Comparison

Romin W. Tafarodi

University of Toronto, tafarodi{at}psych.utoronto.ca

Sarah C. Shaughnessy

University of Toronto

Wincy W. S. Lee

Hong Kong Polytechnic University

Doris Y. P. Leung

Chinese University of Hong Kong

Yuka Ozaki

University of Tokyo

Hiroaki Morio

University of Tokyo

Susumu Yamaguchi

University of Tokyo

The place of outsiders—strangers and otherwise irrelevant others—in the cultural logic of a society holds likely consequences for social perception. The authors begin by describing how outsiders are viewed in Western, Japanese, and Chinese societies. Comparing the three groups, it is proposed that the Chinese are most strongly disposed to disregard or ignore those outside their networks of affiliation and practical involvement. To test this claim experimentally, we assessed the incidental memory of Canadians, Japanese, and Chinese students for social targets of differing situational relevance to the perceiver. As expected, the Chinese showed greater memory advantage than the other groups for primary over nonprimary targets, but only when provided with an explicit justification for exclusive attention.

Key Words: social memory • selective attention • strangers

This version was published on July 1, 2009

Journal of Cross-Cultural Psychology, Vol. 40, No. 4, 567-583 (2009)
DOI: 10.1177/0022022109335182
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