Selecting the special or choosing the common? A high-powered conceptual replication of Kim and Markus' (1999) pen study.

Abstract

Kim and Markus (1999; Study 3) found that 74% of European Americans selected a pen with an uncommon (vs. common) color, whereas only 24% of East Asians made such a choice, highlighting a pronounced cross-cultural difference in the extent to which people opt for originality or make majority-based choices. The present high-powered study (N = 729) conceptually replicates the results from Kim and Markus (1999; Study 3), although our effect size (r = .12) is significantly weaker than that of the original study (r = .52). Interestingly, a larger proportion of Chinese, but not US, participants selected a pen with an uncommon color now than during the original study. Thus, our findings indicate a potential transmission of certain Western values to cultures traditionally characterized by collectivism and conformity, likely exacerbated by the globalization of mass media and the rapid economic growth in many East Asian countries.