Culture and self-presentation: Influence of social interactions in an expected social relationship


Jungsik Kim, College of Business Administration, Kwangwoon University, Wolgedong, Nowon-Gu, Seoul, Korea. Email:


This study investigates how the length and strength of an expected social relationship are related to different self-presentations. Participants from Korea and the USA were assigned to different relationship conditions using vignettes, and indicated their self-evaluation of personal abilities and social skills. The main effects of both relationship length and strength were found. There were more drastic interactions of culture and relationship length in intensive social relationship conditions than in loose conditions. Based on the results, we claim that the fundamental motivation for positive self-regard is universal, regardless of culture and the self-presentations that are tactical by individuals' social needs.