Culture, self, and the emergence of reactance: Is there a “universal” freedom?

In this article we suggest that independent vs. interdependent aspects of the self yield different manifestations of psychological reactance and that this is especially relevant in a cross-cultural context. In Studies 1, 2, and 4 we showed that people from collectivistic cultural backgrounds (individuals holding more interdependent attitudes and values) were less sensitive to a threat to their individual freedom than people from individualistic cultural backgrounds (individuals holding more independent attitudes and values), but more sensitive if their collective freedom was threatened. In Study 3 we activated independent vs. interdependent attitudes and values utilizing a cognitive priming method and yielded similar results as the other studies hinting at the important causal role of self-related aspects in understanding reactance in a cross-cultural context.