The cultural construction of self-enhancement: an examination of group-serving biases.

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.