The individual-oriented and social-oriented Chinese bicultural self: testing the theory.

The author proposes a bicultural self theory for contemporary Chinese individuals, encompassing 2 main components: the individual-oriented self and the social-oriented self. The social orientation is rooted in traditional Chinese conceptualization of the self, whereas the individual orientation has evolved and developed under Western influences along with recent societal modernization. The author conducted a series of 5 studies to test the theory and relate the model to important issues in current personality and social psychological research, such as cultural individualism-collectivism, self-construals, motivation, cognition, emotion, and well-being. A total of 977 university students in Taiwan participated. The author found that contrasting self-aspects were differentially associated with the aforementioned constructs, as theoretically predicted. This evidence thus generally supported the bicultural self model.