Cultural shaping of neural responses: Feedback-related potentials vary with self-construal and face priming

Previous work shows that when an image of a face is presented immediately prior to each trial of a speeded cognitive task (face-priming), the error-related negativity (ERN) is upregulated for Asians, but it is downregulated for Caucasians. These findings are consistent with the hypothesis that images of generalized other vary cross-culturally such that they evoke anxiety for Asians, whereas they serve as safety cues for Caucasians. Here, we tested whether the cross-cultural variation in the face-priming effect would be observed in a gambling paradigm. Caucasian Americans, Asian Americans, and Asian sojourners were exposed to a brief flash of a schematic face during a gamble. For Asian Americans, face-priming resulted in significant increases of both negative-going deflection of ERP upon negative feedback (feedback-related negativity [FRN]) and positive-going deflection of ERP upon positive feedback (feedback-related positivity [FRP]). For Caucasian Americans, face-priming showed a significant reversal, decreasing both FRN and FRP. The cultural difference in the face-priming effect in FRN and FRP was partially mediated by interdependent self-construal. Curiously, Asian sojourners showed a pattern similar to the one for Caucasian Americans. Our findings suggest that culture shapes neural pathways in both systematic and highly dynamic fashion.