Deviance or uniqueness, harmony or conformity? A cultural analysis.

  title={Deviance or uniqueness, harmony or conformity? A cultural analysis.},
  author={Heejung Kim and H. Markus},
  journal={Journal of Personality and Social Psychology},
Uniqueness has positive connotations of freedom and independence in American culture, whereas conformity has positive connotations of connectedness and harmony in East Asian culture. The present research examined how these cultural values and individual preferences for uniqueness and conformity influence each other. In Studies 1 and 2, East Asian and European American preferences for uniqueness were measured using abstract figures. In Study 3, the choice of pens by East Asians and European… Expand
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