Good for self or good for others? The well-being benefits of kindness in two cultures depend on how the kindness is framed

In light of cultural differences in conceptions of happiness, we investigated whether members of independent (vs. interdependent) cultures would benefit from prosocial behavior when self-focus is highlighted (vs. when other-focus is highlighted). In a 1-week randomized controlled intervention, U.S. (N = 280) and South Korean (N = 261) participants were randomly assigned to read a news article that described kind acts as good for oneself or good for others, or to read a control article. All participants then performed kind acts throughout the week, and completed pre- and post- measures of subjective well-being, connectedness, competence, and autonomy. Consistent with independent self-construals, U.S. participants who read that kindness was good for themselves showed greater increases in positive affect, satisfaction with life, and feelings of connectedness–and greater decreases in negative affect–than those who read the control article. Future research is needed to continue developing culturally-sensitive designs of positive activities.