Am I doing better than you? That depends on whether you ask me in English or Chinese: Self-enhancement effects of language as a cultural mindset prime

Westerners tend to judge themselves positively unless their failure relative to others is obvious, in which case they tend to distance themselves from outperforming others. Whether this tendency to self-enhance in social-comparison situations is universal or culture-bound is hotly debated. Rather than construe self-enhancement as either universal or culture-bound, we propose that its effects depend on the cultural mindset that is salient at the moment of self-reflection. A cultural mindset is a mental representation containing culture-congruent content, procedures, and goals. We focused on individual and collective mindsets, using language as an unobtrusive mindset prime and predicting that people would be more self-enhancing when an individual mindset was made salient by using English than when a collective mindset was made salient by using Chinese. Three studies supported this hypothesis. Chinese students self-enhanced (rating themselves as better than others and distancing themselves from outperforming others) more when primed with an individual mindset.