Why do Westerners self‐enhance more than East Asians?

@article{Falk2009WhyDW,
  title={Why do Westerners self‐enhance more than East Asians?},
  author={Carl F. Falk and Steven J. Heine and Masaki Yuki and Kosuke Takemura},
  journal={European Journal of Personality},
  year={2009},
  volume={23},
  pages={183 - 203}
}
Much research finds that Westerners self‐enhance more than East Asians, with the exception of studies using the implicit associations test for self‐esteem (IATSE). We contrasted Japanese and Canadians on a new measure of self‐enhancement under low‐ and high‐attentional load to assess whether cultural differences vary across controlled and automatic processes. Participants also completed measures of relational mobility and the IATSE. Results indicated that Japanese and Asian‐Canadians were more… 

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