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Although political orientation is related to the degree to which people support policies designed to promote equality, Savani and Rattan found that the idea of choice influenced the opinions of both liberals and conservatives. In another experiment, they had participants watch a short video of a person doing mundane activities in an apartment, such as opening mail or reading a magazine. Some participants were asked to press a button whenever they saw the person in the video touch an object. Other participants were asked to press the button whenever they perceived that the person in the video was making a choice. Later all participants were asked to read about public policies designed to redistribute educational resources in a community in order to make things more equal between the wealthy and the poor. Those who had been prompted to think about choices, regardless of their own political leanings, expressed less support for the equalizing policies.
Since choice and freedom are emphasized to a greater degree in Western countries, Savani and his colleagues wanted to know whether their results would hold up in a different culture. They designed a study where American or Indian participants were asked to either choose small items for themselves (e.g. a pen or keychain) or simply describe items that somebody else already chose. Then, all participants were shown a picture of an African child who was described as desperately poor and facing starvation. They were asked how much money they would be willing to donate to the child and how upset they were by the child’s situation.
For Americans, the act of making a simple choice caused them to feel less upset about the starving child’s plight. For Indians, making this choice had no effect on how they felt towards the child. Their level of distress about the child was the same, regardless of whether they had been asked to make a choice. Making choices, even trivial ones, may symbolize something important to Americans but not to Indians. For Americans, the idea of choice may be more strongly linked to ideals such as independence from societal constraints. Even a minor focus on small choices can activate these ideals, leading Americans to overemphasize the role that choice has in shaping our life outcomes. The potential downside is that for Americans, thinking about life in terms of choices may decrease our interest in helping others. When viewed through the lens of choice, people’s misfortunes are seen as caused by the actions they’ve taken rather than situations they have encountered. This may seem to bode poorly for solving social problems that require cooperation. However, Savani and his colleagues point out that it may be possible to use the effects of choice to our own advantage. If cooperation and helpfulness are framed as expressions of choice and free will, Americans may become even more charitable than others.
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