BELIEFS, VALUE ORIENTATION, AND CULTURE IN ATTRIBUTION PROCESSES AND HELPING-BEHAVIOR

Two experiments were conducted to investigate: (a) the influence of the "subjugation-control over nature" value orientation, a dimension of cultural variation, on attribution processes; and (b) the effect of activation of beliefs associated with this value orientation on attribution processes and helping behavior. In Experiment 1, introductory psychology students were classified as either "control" or "subjugation" oriented according to scores obtained from a measure of the value orientation. Results suggest an effect of value orientation on attributions for a behavioral outcome. In Experiment 2, an attribution-empathy model of helping behavior was examined in relation to activation of beliefs associated with the "control over nature" value orientation. This model was tested using Bentler's program for the analysis of structural equations. Results show that beliefs interact with empathy to influence helping behavior. Overall, the two studies suggest the importance and feasibility of investigating cultural factors in models of social behavior even when studies are conducted within a single culture.