Interdependence and reflected failure: Cultural differences in stigma by association

Perceivers denigrate not only individuals with a stigmatizing characteristic, but also those with whom the stigmatized person associates – relatives, co-workers, or even those who are merely nearby. Here, building on evidence of cultural differences in self-construal, we propose that stigma-by-association effects, implicitly viewed in the West as illogical, will be strengthened in cultural contexts in which people in general are seen as fundamentally interdependent. These hypotheses are tested in three studies. Results show that Chinese (vs. Americans, Studies 1 and 3) and Asian (vs. European) Americans (Study 2) more strongly denigrate relatives (Studies 1 and 2) and roommates (Study 3) of a stigmatized individual, net of any differences in their perception of the stigma, or in tendencies to hold associates responsible. This work integrates previously disparate literatures on culture and stigma, and adds to our understanding of the sources of exclusion and disgrace around the world.