Research has shown that people in group contexts prefer group members who display collectivist as opposed to individualist behavior, but that preference is attenuated when the prevailing group norm prescribes individualism. The present study investigated this effect in people from a predominantly individualist or collectivist cultural background. Due to their greater sensitivity to contextual social cues, individuals from a collectivist background were expected to give more polarized evaluations of group members than individuals from an individualist background. Group member evaluations were gathered in samples from a collectivist and an individualist background, manipulating the prevailing group norm (individualist or collectivist) and the behavior of a hypothetical group member (individualist or collectivist). The previously observed attenuation effect in which people provided more positive evaluations of individualist behavior under an individualist, as opposed to a collectivist, group norm was found only in participants from a collectivist cultural background. Implications of our findings and the absence of an attenuation effect in the individualist sample are discussed. © The Author(s) 2014.

Previous research suggests that the positive effect of personal choice on intrinsic motivation is dependent on the extent to which the pervading cultural norm endorses individualism or collectivism (Iyengar and Lepper in J Pers Soc Psychol 76:349-366, 1999). The present study tested effects of personal choice on intrinsic motivation under situationally-induced individualist and collectivist group norms. An organizational role-play scenario was used to manipulate individualist and collectivist group norms in participants from a homogenous cultural background. Participants then completed an anagram task under conditions of personal choice or when the task was either assigned to them by an in-group (company director) or out-group (experimenter) social agent. Consistent with hypotheses, when the group norm prescribed individualism participants in the personal choice condition exhibited greater intrinsic motivation. When the group norm prescribed collectivism, participants' assigned to the task by the company director were more intrinsically motivated. The implications of results for theories of intrinsic motivation are discussed. © 2013 Springer Science+Business Media New York.