Social and Behavioral Sciences Commons^™

Culture As Common Sense: Perceived Consensus Versus Personal Beliefs As Mechanisms Of Cultural Influence, Xi Zou, Kim-Pong Tam, Michael W. Morris, Sau-Lai Lee, Ivy Yee-Man Lau, Chi-Yue Chiu

Research Collection School of Social Sciences

The authors propose that culture affects people through their perceptions of what is consensually believed. Whereas past research has examined whether cultural differences in social judgment are mediated by differences in individuals’ personal values and beliefs, this article investigates whether they are mediated by differences in individuals’ perceptions of the views of people around them. The authors propose that individuals who perceive that traditional views are culturally consensual (e.g., Chinese participants who believe that most of their fellows hold collectivistic values) will themselves behave and think in culturally typical ways. Four studies of previously well-established cultural differences found that cultural …