The Impact of Self-Construals and Thinking Styles on Business and Management Practices: A Comparison of East Asia and North America

Abstract

This chapter outlines the most influential frameworks in cultural psychology, namely self-construals and thinking styles, both of which were developed based on differences between North American and East Asian cultures. We review empirical findings supporting these frameworks. We discuss the profound implications of these cultural frameworks for international business in East Asia, from workplace management and marketing strategies all the way to information exchange and investment decisions. We conclude the chapter with caveats, which identify some common misinterpretations associated with the literature on cultural psychology and the applications for international business.