We present a novel role of affect in the expression of culture. Four experiments tested whether individuals’ affective states moderate the expression of culturally normative cognitions and behaviors. We consistently found that value expressions, self-construals, and behaviors were less consistent with cultural norms when individuals were experiencing positive rather than negative affect. Positive affect allowed individuals to explore novel thoughts and behaviors that departed from cultural constraints, whereas negative affect bound people to cultural norms. As a result, when Westerners experienced positive rather than negative affect, they valued self-expression less, showed a greater preference for objects that reflected conformity, viewed the self in more interdependent terms, and sat closer to other people. East Asians showed the reverse pattern for each of these measures, valuing and expressing individuality and independence more when experiencing positive than when experiencing negative affect. The results suggest that affect serves an important functional purpose of attuning individuals more or less closely to their cultural heritage.
More in ScienceDaily:
… And elevated mood even shaped behavior, allowing volunteers to act “out of character.” These findings suggest that people in an upbeat mood are more exploratory and daring in attitude â€” and therefore more apt to break from cultural stereotype. That is, Asians act more independently than usual, and Europeans are more cooperative. Feeling bad did the opposite: It reinforced traditional cultural stereotypes and constrained both Western and Eastern thinking about the world.
I think these data are interesting in light of the sort of argument presented in works such as The Moral Consequences of Economic Growth. The standard model here is that cultural openness correlates with economic growth, while stagnation results in retrenchment.