Self-esteem and culture: Differences in cognitive self-evaluations or affective self-regard?

Although people from East Asian countries consistently report lower self-esteem than do those from Western countries, the origins of this difference are unclear. We conducted two studies to illuminate this issue. Study 1 found that Chinese participants appraised themselves less positively than American participants on a cognitive measure of self-evaluations, but cultural differences were absent on a measure of affective self-regard. Moreover, cultural differences in global self-esteem were eliminated once cognitive self-evaluations were statistically controlled. Study 2 found that cultural differences in modesty underlie cultural differences in cognitive self-evaluations. These findings suggest that Chinese feel as positively toward themselves as Americans do, but are less inclined to evaluate themselves in an excessively positive manner.