????

1
????????????????? ??????????? ?

• ???? ???? ?????
• ?????COE?????????????????
• William W. Maddux INSEAD
• ???? ????

2
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• ?? ????/?????????????????
• ?? ??????????????????????????????????????????????
  
• ?? ????????????????
• ?? ????

3
?? ???????????

• ?????????
• ?????????????????????????????????(e.g., Triandis,
  1995)???
• Oyserman et al. (2002) ????? ????????????????????
  ?????
• ?????????????????????????????????(Brewer Yuki,
  2007 Yuki, 2003 see also Brewer Chen, 2007)

4
?? 2???????(Yuki, 2003)

• ???? ????????
• ???????????????????????
• ?????????/????????
• cf. ????????(Markus Kitayama, 1991)

• ?? ????????
• ?????????????????
• ?????(?????????????)???
• cf. ?????????????(Tajfel Turner, 1979)

5
?? 2???????(Yuki, 2003)

• ???? ????????
• ???????????????????????
• ?????????/????????
• cf. ????????(Markus Kitayama, 1991)

• ?? ????????
• ?????????????????
• ?????(?????????????)???
• cf. ?????????????(Tajfel Turner, 1979)

6
?? ????Maddux (2004) ?????

• ?????????????
• ????????2???????????????
• ??????? ??????????????????????????(e.g.
  ?????????????????????????????????????)
• ??????? ???????????????????????? (e.g.
  ????????????????????????????????????????)

7
?? ????Maddux (2004) ?????

• ???(2004)??????(????????)
• ???? F(1, 364) 74.43, p lt .001

???????????????????????????????????????????????
8
?? ???????

• ???(2004)????????????????
• ????????????????????????
• ????????(Chen et al., 1995 ???, 1996)
• ??????(Heine et al., 2002 Takemura et al., 2007)
• ???????????????????????????????????(Kitayama,
  2002)
• ??????????????????????????????????????

9
?? (1/4)

• ???
• ?? ??????77?(??54????23?)
• US ????????????36?(??20????16?)
• ???? 2(??)2(????? ??????)
• ?? ??????????????????????????????????????????????
  ????????
• ???? ??????????????????????????

10
?? (2/4)

• ????
• ???????????
• 3????
• ???? ??????3?
• ?????????2???????????(??????)

11
?? (3/4)

• ????(?)
• ???????
• ??????? ???3??(??? 1????2)???????????(e.g.
  ??????????????????????????????)
• ???????
• ??????????????e.g. ????A?????B???????
• ????????????????e.g. ????A??????????????
• ? ??????

12
??????

• ?????????????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
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• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????????????

13
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• ?????????????????????????????????????????
• ??????????????????????????????????????????????????
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  ??????????????????????????????????????????????????
  ?????????????????????

14
??????(??)

• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ????
• ?????????????????????30??????????????????????????
  ??????????????????????????????????????????????????
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  ??????????????????????????????????????????????????
  ?????
• ??????????????????????????????????????????????????
  ????????????????????????????

?? ????????????????????????????
15
?? (4/4)

• ??????
• ?????????36??
• ? ??????????????????????????
• ?????????18??
• ? ???????????????????????????
• ????3???(??????????????.33)
• ???????
• ??????

16
?????
17
?????

• ??????? F(1, 111) 3.98, p lt .05
• ???????????????????????????????????

18
??

• ?????????????????????????
• ????etc??????
• ??????????????????????????
• ??????????????????????????????????????????????????
  ????????

???(2004)
???
19
??

• ???????????????? ?????????? US????????
• ????? ???????????????????
• ?????????????????????????????????????????????????
  ????????

20
????????????????? ??????????? ?
????? ?? ?? takemura_at_ lynx.let.hokudai.ac.jp

• ???? ???? ?????
• William W. Maddux INSEAD
• ???? ????

21
????

• Brewer, M.B., Chen, Y.-r. (2007). Where (who)
  are collectives in collectivism? Toward
  conceptual clarification of individualism and
  collectivism. Psychological Review, 114, 133-151.
• Brewer, M.B., Yuki, M. (in press). Culture and
  social identity. In S. Kitayama D. Cohen
  (Eds.), Handbook of cultural psychology. Guilford
  Press.
• Buchan, N.R., Croson, R., Johnson, E.J. (2003).
  Lets get personal An international examination
  of the influence of communication, culture, and
  social distance on trust and trustworthiness.
  (Working paper). University of Wisconsin,
  Madison.
• Chen, C., Lee, S-y., Stevenson, H. W. (1995).
  Response style and cross-cultural comparisons of
  rating scales among East Asian and North American
  students. Psychological Science, 6, 170-175.
• Frank, R.H. Cook, P.J. (1995). The
  Winner-take-all society How more and more
  Americans compete for ever fewer and bigger
  prizes, encouraging economic waste, income
  inequality, and an impoverished cultural life.
  New York Free Press.
• Heine, S.J., Lehman, D.R. (1997). The cultural
  construction of self-enhancement An examination
  of group-serving biases. Journal of Personality
  and Social Psychology, 72, 1268-1283.

22
????

• Heine, S. J., Lehman, D. R., Peng, K.,
  Greenholtz, J. (2002). Whats wrong with
  cross-cultural comparisons of subjective Likert
  scales? The reference-group effect. Journal of
  Personality and Social Psychology, 82, 903-918.
• Kitayama, S. (2002). Culture and basic
  psychological processesToward a system view of
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• Markus, H. R. Kitayama, S. (1991). Culture and
  the self Implications for cognition, emotion,
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• Oyserman, D., Coon, H.M., Kemmelmeier, M.
  (2002). Rethinking individualism and
  collectivism Evaluation of theoretical
  assumptions and meta-analyses. Psychological
  Bulletin, 128, 3-72.
• Probst, T.M., Carnevale, P.J., Triandis, H.C.
  (1999). Cultural values in intergroup and
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  Behavior and Human Decision Processes, 77,
  171-191.
• Snibbe, A.C., Kitayama, S., Markus, H.R.,
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  and American (football) field study. Journal of
  Cross-Cultural Psychology, 34, 581-595.
• Tajfel, H., Turner, J. (1979). An integrative
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23
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• Takemura, K., Yuki, M., Kashima, E. S.,
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  ??????????????? 2??????????? ???????68????????,
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