Culture and The Self. Sources of Cultural Differences. Evoked culture—produced by environmental differences (e.g., source of food). Transmitted culture—produced by communication of beliefs from generation to generation (e.g., morals). Individualist Individual success Take care of oneself
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Take care of oneself
Express individual identity
Take care of each other
Restrain self to fit in with the groupIndividualist vs. Collectivist Culture