Culture, Autobiographical Memory, and Behavioral Frequency Reports: Measurement Issues in Cross-Cultural Studies

Chinese and American respondents were equally likely to rely on response scales as a frame of reference in estimating the frequencies of unobservable behaviors, for which people have little episodic knowledge. Moreover, both drew on information extracted from the scales in making comparative judgments involving the self. Chinese respondents, however, were less influenced by the response alternatives than were Americans for observable behaviors, both in their behavioral reports and comparative judgments. The authors suggest that this occurred because members of collectivist societies attend closely to their own and others’ behaviors to ensure smooth social functioning, resulting in memories for behaviors that Americans can only estimate.