The role of utility value in achievement behavior: the importance of culture.

Two studies tested how participants' responses to utility value interventions and subsequent interest in a math technique vary by culture (Westerners vs. East Asians) and levels of initial math interest. Participants in Study 1 were provided with information about the utility value of the technique or not. The manipulation was particularly effective for East Asian learners with initially lower math interest, who showed more interest in the technique relative to low-interest Westerners. Study 2 compared the effects of two types of utility value (proximal or distal) and examined the effects on interest, effort, performance, and process variables. Whereas East Asian participants reaped the most motivational benefits from a distal value manipulation, Westerners benefited the most from a proximal value manipulation. These findings have implications for how to promote motivation for learners with different cultural backgrounds and interests.