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Postal Addresses As An Assay of Cultural Cognition
Hiroko Nakamura,Hiroshi Yama,Gary L. Brase,Nasriah Zakaria,Yoshiko Arai,Norhayati Zakaria,Shafiz A. Mohd Yusof,Jun Kawaguchi 대한사고개발학회 2014 The International Journal of Creativity & Problem Vol.24 No.2
The present study investigate/d cultural differences in semantic processing, using a city-to-state and state-to-city priming task, in Japan, Malaysia and the United States. Prior research suggests that Easterners tend to engage in context-dependent cognition whereas Westerners tend to engage in context-independent cognition (Nisbett et al., 2001). According to this view, Japanese and Malaysians should show a greater facilitation effect when state name (context) is presented before city name (object) and/or should be more strongly affected by the prime as a contextual cue. However, if domain-specific knowledge about postal addressing order affects semantic priming, both Malaysians and Americans (who share a city-to-state postal address style) should show greater facilitation from city-to-state priming. The results showed cultural differences in the long SOA (700ms) priming task: Americans and Japanese showed significant differences between congruent pairs (e.g., Texas-Dallas) and incongruent pairs (e.g., Texas-Chicago), both in state- to-city and city-to-state priming, whereas Malaysian didn’t show such differences in state-to-city priming. On the other hand, in the short SOA (200ms) priming task, there were no differences between Easterners and Westerners in amount of priming. These results imply that when the priming order didn’t fit the domain-specific knowledge about addressing order, but was consistent with the culturally engaged cognitive tendency, this domain-general cognitive tendency facilitated the target processing via conscious use of strategies.
Culture, Ambiguity Aversion and Choice in Probability Judgments
Kuniko Adachi,Hiroshi Yama,Jean-Baptiste Van der Henst,Hugo Mercier,Minoru Karasawa,Yayoi Kawasaki 대한사고개발학회 2013 The International Journal of Creativity & Problem Vol.23 No.2
The universal cultural validity of the comparative ignorance hypothesis of ambiguity aversion was investigated. We also examined if cultural differences in choice preference were observed between Westerners, by using a sample of French participants, and Easterners by using a sample of Japanese participants. Furthermore, we investigated if differences in choice preference were observed within each cultural group. We conducted two experiments using the Ellsberg’s two-color problem. Results indicated that ambiguity aversion decreased in a non-comparative betting condition (Experiment 2) compared to a comparative betting conditions (Experiment 1), which supported the weak version of the comparative ignorance hypothesis. We also found that personal choice was more important for French than for Japanese participants. However French participants did not put as much weight on personal choice, as did Americans in previous studies.