Impression management in survey responding: Easier for collectivists or individualists?

Hila Riemer, Sharon Shavitt

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


Three experiments indicate that collectivistic people (or those who come from Eastern cultures) have an easier time giving appropriate answers on surveys than do individualists (or those who come from Western cultures). This means that it is easier to disrupt the efforts of individualists to give appropriate responses. The research highlights how cultural factors influence survey response processes, and that individualists and collectivists engage in impression management through different psychological mechanisms. This has implications for marketing, advertising, and consumer choice.

Original languageEnglish
Pages (from-to)157-168
Number of pages12
JournalJournal of Consumer Psychology
Issue number2
StatePublished - 1 Apr 2011


  • Automatic processes
  • Collectivism
  • Effortful processes
  • Impression management
  • Individualism
  • Socially desirable responding

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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