Cultural Values in Individualistic vs. Collectivistic Societies and Their Effect on Language Use : Comparing the United Kingdom and China

Abstract

This study investigated how participants from more individualistic (the UK) and more collectivistic (Chinese) cultures lexically frame statements about their own high exam scores in an interpersonal context. British (N = 122) and Chinese participants (N = 192) read one of four scenarios in which their own exam score was always very high, while their friend's score varied: equally high, significantly lower, their friend did not attend the exam, or their score remained unknown. Across all scenarios, UK participants used more positive, self-enhancing wording than Chinese participants. In both cultures, the level of lexical positivity decreased in the explicit threat to the friend's face compared to the shared success situation. In the uncertainty condition where the friend’s score was unknown, British participants showed a pattern closer to non-threatening scenarios, however, Chinese participants showed a stronger tendency to soften their wording in the uncertainty condition. Motive data showed that Chinese participants were more likely than British participants to cite the desire to "not hurt a friend's feelings" as a reason for their choice of wording. Overall, the results suggest that face management through language is common to both cultures, but its severity and motivational basis differ in more individualistic and more collectivistic contexts.