Related Experiment Video
Updated: Dec 29, 2025

Functional Near-Infrared Spectroscopy Hyperscanning Study in Psychological Counseling
Published on: January 17, 2025
The individual-oriented and social-oriented Chinese bicultural self: testing the theory
1Department of Business Administration, National Taiwan University, No. 1, Sec. 4, Roosevelt Road, Taipei 106, Taiwan, ROC. luolu@ntu.edu.tw
Abstract:
The author proposes a bicultural self theory for contemporary Chinese individuals, encompassing 2 main components: the individual-oriented self and the social-oriented self. The social orientation is rooted in traditional Chinese conceptualization of the self, whereas the individual orientation has evolved and developed under Western influences along with recent societal modernization. The author conducted a series of 5 studies to test the theory and relate the model to important issues in current personality and social psychological research, such as cultural individualism-collectivism, self-construals, motivation, cognition, emotion, and well-being. A total of 977 university students in Taiwan participated. The author found that contrasting self-aspects were differentially associated with the aforementioned constructs, as theoretically predicted. This evidence thus generally supported the bicultural self model.
More Related Videos
Related Concept Videos
The Role of Culture
Self Within Cultural Contexts
Social Foundations of Self II: The Generalized Other
Self-Serving Bias
Sources of Self-Esteem III: Social Comparison
Self-Esteem and Culture

