On Cultural Differences of Heroes: Evidence From Individualistic and Collectivistic Cultures

Building on earlier research that examined the characteristics people associate with heroes, our research examined similarities and differences of the hero stereotype across cultures. Specifically, in Study 1 ( N = 209) and Study 2 ( N = 298), we investigated lay perceptions of heroes among participants from a collectivistic culture. In Study 3 ( N = 586), we examined whether group membership could be determined by participants’ centrality ratings of the combined set of hero features. In Study 4 ( N = 197), we tested whether the hero features that distinguish American and Chinese participants, when used to describe a target person, influence the impression that the target person is a hero. In Study 5 ( N = 158) and Study 6 ( N = 591), we investigated cultural differences in perceptions of different types of heroes (e.g., social, martial, civil) and the influence of individualism and collectivism on the perception of those heroes.