Cooperation in Face and Dignity Cultures: Role of Moral Identity and Gender

We examined the effects gender and moral identity on collaborative behavior among Face (Chinese) and Dignity (Canadian) cultures. 105 participants engaged in a dyadic intracultural interaction via the Fire Sim computer game. Each participant was assigned a village and was tasked to protect the village from seasonal fires. Participants had the option of requesting or providing help to the neighboring village, i.e. Their counterpart. We examined collaborative behavior by measuring help given, while controlling for help request. Using theories of face and dignity cultures, moral identity, and gender roles, we predicted and found that overall, Chinese individuals were less helpful than Canadians. This effect was stronger for males than females. Interestingly, more helping behavior was observed among Canadians with high levels of internal moral identity. Yet, this effect was not observed among Chinese individuals. Theoretical and practical implications for collaboration across culture are discussed.