Consistency-based compliance across cultures

A field study investigated cross-cultural differences in choice-congruent behavior and its impact on compliance. U.S. and Asian participants received a request to complete an online survey and a month later they were approached with a larger, related request. Compliance with the initial request had a stronger impact on subsequent compliance among the U.S. participants than among the Asian participants. Despite their lower rate of compliance with the initial request, the U.S. participants who chose to comply were more likely than their Asian counterparts to agree to the subsequent request. Further analyses revealed that this effect was driven by differences in the individualistic/collectivistic orientation of the participants from the two cultures. Within both cultures, the more individualistic participants showed stronger consistency with their earlier compliance than the more collectivistically oriented participants.