title: Culture and egocentric perceptions of fairness in conflict and negotiation.
abstract: In this article, the authors advanced a cultural view of judgment biases in conflict and negotiation. The authors predicted that disputants' self-serving biases of fairness would be more prevalent in individualistic cultures, such as the United States, in which the self is served by focusing on one's positive attributes to "stand out" and be better than others, yet would be attenuated in collectivistic cultures, such as Japan, where the self is served by focusing on one's negative characteristics to "blend in" (S. J. Heine, D. R. Lehman, H. R. Markus, & S. Kitayama, 1999). Four studies that used different methodologies (free recall, scenarios, and a laboratory experiment) supported this notion. Implications for the science and practice of negotiation are discussed.
authors.affiliation: Department of Psychology, University of Maryland, College Park 20742-4411, USA. mgelfand@psyc.umd.edu
authors.forename: Michele J
authors.initials: MJ
authors.lastname: Gelfand
authors.forename: Marianne
authors.initials: M
authors.lastname: Higgins
authors.forename: Lisa H
authors.initials: LH
authors.lastname: Nishii
authors.forename: Jana L
authors.initials: JL
authors.lastname: Raver
authors.forename: Dominguez
authors.initials: D
authors.lastname: Alexandria
authors.forename: Fumio
authors.initials: F
authors.lastname: Murakami
authors.forename: Susumu
authors.initials: S
authors.lastname: Yamaguchi
authors.forename: Midori
authors.initials: M
authors.lastname: Toyama
mesh_terms: D000328:Adult; D003220:Conflict, Psychological; D003469:Culture; D005260:Female; D006801:Humans; D007600:Judgment; D008297:Male; D011939:Mental Recall; D017008:Negotiating; D011897:Random Allocation; D012649:Self Concept; D012919:Social Behavior; D012935:Social Justice; D012938:Social Perception; D011795:Surveys and Questionnaires