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The Psychological and Cultural Foundations of East Asian CognitionContradiction, Change, and Holism$
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Julie Spencer-Rodgers and Kaiping Peng

Print publication date: 2018

Print ISBN-13: 9780199348541

Published to Oxford Scholarship Online: January 2018

DOI: 10.1093/oso/9780199348541.001.0001

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Contextualization of Mental Representations and Evaluative Responses

Contextualization of Mental Representations and Evaluative Responses

A Theory-Based Analysis of Cultural Differences

Chapter:
(p.243) Chapter 8 Contextualization of Mental Representations and Evaluative Responses
Source:
The Psychological and Cultural Foundations of East Asian Cognition
Author(s):

Yang Ye

Bertram Gawronski

Publisher:
Oxford University Press
DOI:10.1093/oso/9780199348541.003.0008

This chapter provides a theory-based analysis of East–West differences in context effects on evaluative responses. Drawing on documented cultural differences in social cognition and a recently proposed representational theory of contextualized evaluation, the chapter discusses how cultural differences in attention and thinking styles may influence the integration of contextual information into mental representations of conflicting evaluative information and, thus, context effects on evaluative responses. The analysis reveals two potential patterns of cultural differences, with diverging predictions regarding the impact of contextual cues on evaluative responses among East Asians and Westerners. Implications of the current analysis for cross-cultural research are discussed.

Keywords:   attention, cultural differences, context effects, evaluation, representational theory, East Asian cultural groups

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