Positive Self-views: Understanding Universals and Variability Across Cultures

Human psychology varies importantly across cultures, however, considerations of this variation is often missing from evolutionary theories about the origins of psychological phenomena. To the extent that a psychological phenomenon is not universal, compelling evolutionary accounts need to be targeted at a level of analysis that is universal. An example of pronounced cultural variation in motivations for positive self-views is considered. Westerners tend to be more concerned about maintaining self-esteem, whereas East Asians tend to be more focused on maintaining face. Implications for understanding underlying motivations and evolutionary origins is discussed.