Heine S J, Lehman D R
Department of Psychology, Kyoto University, Japan.
J Pers Soc Psychol. 1997 Jun;72(6):1268-83. doi: 10.1037//0022-3514.72.6.1268.
Self-serving biases, found routinely in Western samples, have not been observed in Asian samples. Yet given the orientation toward individualism and collectivism in these 2 cultures, respectively, it is imperative to examine whether parallel differences emerge when the target of evaluation is the group. It may be that Asians show a group-serving bias parallel to the Western self-serving bias. In 2 studies, group-serving biases were compared across European Canadian, Asian Canadian, and Japanese students. Study 1 revealed that Japanese students evaluated a family member less positively than did both groups of Canadian students. Study 2 replicated this pattern with students' evaluations of their universities. The data suggest that cultural differences in enhancement biases are robust, generalizing to individuals' evaluations of their groups.
自我服务偏差在西方样本中很常见，但在亚洲样本中却未被观察到。鉴于这两种文化分别倾向于个人主义和集体主义，因此有必要研究当评价对象是群体时，是否会出现类似的差异。可能亚洲人会表现出与西方自我服务偏差类似的群体服务偏差。在两项研究中，对加拿大欧洲裔、加拿大亚裔和日本学生的群体服务偏差进行了比较。研究1表明，日本学生对家庭成员的评价不如两组加拿大学生积极。研究2在学生对其大学的评价中重复了这一模式。数据表明，增强偏差中的文化差异是显著的，并且可以推广到个体对其群体的评价中。
