Evolutionary explanations need to account for cultural variation

Behavioral and Brain Sciences 34 (1):26 (2011)
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Abstract

Cultural variability in self-enhancement is far more pronounced than the authors suggest; the sum of the evidence does not show that East Asians self-enhance in different domains from Westerners. Incorporating this cultural variation suggests a different way of understanding the adaptiveness of self-enhancement: It is adaptive in contexts where positive self-feelings and confidence are valued over relationship harmony, but is maladaptive in contexts where relationship harmony is prioritized

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