Automatic and effortful processes in socially desirable responding: A cross-cultural view

In this paper we develop a theory to account for differences in Socially Desirable Responding (SDR) across cultures. Specifically, we deal with differences in the mechanism through which individuals from different cultures engage in the form of SDR/Impression Management (IM) in attitude questions. Based on a distinct definition of attitude in Eastern cultures and on the notion that collectivists are practiced at correcting for situational factors, we argue that collectivists engage in IM through an automatic process. Individualists' IM, on the other hand, is more effortful. Implications and directions for future investigation are discussed.