This research examines the interplay of self-construal orientation and
victim groupmembership on prosocial behavior. Whereas consumers primed
with an independent self-construal demonstrate similar propensities to
help needy in-group and out-group others, an interdependent orientation
fosters stronger commitments to aid in-group than out-group members.
This interaction holds in both individualistic (i.e., the United States)
and collectivistic (i.e., China) nations and seems driven by a belief
system. For interdependents, the prospect of helping needy in-group
(relative to out-group) members heightens the belief that helping others
contributes to their own personal happiness, which in turn increases
their propensity to act benevolently. Such in-group/out-group
distinctions do not seem to operate among independents. The article
concludes by discussing the theoretical implications of our findings for
the cross-cultural, intergroup-relations, and prosocial literatures
before deriving insights for practice. [ABSTRACT FROM AUTHOR]