Like North America, Hokkaido, Japan's northern island, also has a history of voluntary settlement. The aim of this study was to test the robustness of the finding by Kitayama, Ishii, Imada, Takemura, and Ramaswamy (2006) that Japanese socialized in Hokkaido exhibit a personal dissonance effect similar to that of North Americans and unlike Japanese in other areas: Hokkaido people exhibited a dissonance effect when social cues were absent but not when social cues were present. We conducted an experiment with the standard free-choice dissonance paradigm in Hokkaido and manipulated the presence of social cues using a different method from that employed by Kitayama
et al. (2006). Consistent with their experiment, people in Hokkaido justified their choices reliably—by increasing their preference for chosen items and decreasing their preference for rejected items—when social cues were absent, but not when social cues were present. This result supports Kitayama
et al.'s (2006) hypothesis that a history of voluntary settlement in a frontier environment promotes tacit beliefs and practices of independence, important elements of individualism.
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