The time has come.
A decision must be made.
Your family members have designated you as the ‘chooser’ of the group. The responsibility weighs on your shoulders. You try to remain calm.
‘Focus,’ you tell yourself. ‘Should I purchase the double chocolate ice-cream from x-brand, or the devil’s chocolate ice-cream from y-brand?’
The choices are the same in terms of the contents and price, but they have different names and are from different brands. You cannot decide between the two as you feel equally about both of them, so you ask for the advice of your family; they reply negatively towards the y-brand and you feel relieved, finding yourself agreeing with them, and choose the ice-cream from the x-brand instead.
While a silly example, this dilemma helps illustrate an interesting observation about humans, at least of European descent (or influenced by Western culture): when we are highly ambivalent towards two choices, we are more easily influenced in our decision. According to psychology researchers, Mr. Andy Ng, Dr. Michaela Hyne and Dr. Tara MacDonald, those of European descent are more likely to be influenced either positively or negatively when unsure of what to think about two objects or subjects. Yet, they also point out that East Asians exhibit greater levels of tolerance towards conflicting views or when possessing high levels of ambivalence towards objects/subjects. In other words, those of East Asian descent or region are more likely to hold two conflicting ideas in their minds without the need to pick one as superior to the other.
In their study published in 2011, titled “Culture Moderates the Pliability of Ambivalent Attitudes,” Ng, Hyne, and MacDonald were interested in researching the degree to which culture influences the willingness to shift attitudes in those of Western and Eastern cultures after a persuasive attempt.
