ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 What Is the Relation Between Culture and Desirable Responding? Ashok K. Lalwani, University of Illinois, Urbana-Champaign Sharon Shavitt, University of Illinois, Urbana-Champaign Timothy Johnson, University of Illinois, Chicago Jing Zhang, University of Illinois, Urbana-Champaign EXTENDED ABSTRACT - The literature in cross-cultural psychology suggests that collectivists are more likely to engage in deception in order to save face and maintain harmonious relationships with others. In contrast, individualists are portrayed as candid and sincere because individualism encourages people to Abe yourself.@ For example, Trilling (1972) argues that people in individualist cultures are more likely to seek sincerity and authenticity, whereas people in collectivist cultures de-emphasize authenticity. Similarly, Triandis (1995) proposes that honesty in interactions with strangers is a characteristic that is more highly valued by individualists than collectivists. [to cite]: Ashok K. Lalwani, Sharon Shavitt, Timothy Johnson, and Jing Zhang (2004) ,"What Is the Relation Between Culture and Desirable Responding?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 434-434. [url]: http://www.acrwebsite.org/volumes/8935/volumes/v31/NA-31 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.