When norms loom larger than the self: Susceptibility of preference–choice consistency to normative influence across cultures

The present research investigated a novel account of how normative influence varies across culture—whether there exist cultural differences in the motivation to adhere to social norms even when similar norms are prevalent across cultures. Experiment 1 established that both Americans and Indians perceived that most others would disapprove of individuals who made choices primarily based on their own preferences compared to individuals who also...