Who can I count on: Honor, self-reliance, and family in the United States and Iran.

Honor requires that individuals demonstrate their worth in the eyes of others. However, it is unclear how honor and its implications for behavior vary between societies. Here, we explore the tension between competing views about how to make sense of honor-as narrowly defined through self-reliance and self-defense or as broadly defined through strength of character. The former suggests that demonstrating the ability to defend one's self, is a crucial component of honor, while the latter allows the centrality of self-reliance to vary depending on circumstances. To examine these implications, we conducted studies in the U.S., where self-reliance is central to honor, and in Iran, where individual agency must be balanced against the interests of kin. Americans (Studies 1, 2a; n = 978) who endorsed honor values tended to ignore governmental COVID-19 measures because they preferred relying on themselves. In contrast, honor-minded Iranians (Study 2b; n = 201) adhered to public-health guidelines and did not prefer self-reliance. Moreover, honor-minded Iranians endorsed family-reliance, but did not moralize self-reliance (Study 3; n = 107), while honor-minded Americans endorsed family-reliance and moralized self-reliance (Study 3; n = 120). Results suggest that local norms may shape how honor is expressed across cultures.