Beyond dichotomies: A new cultural continuum for understanding prosocial behaviour

Abstract

Because prosocial behaviour is considered a universal human trait that emerges as early as 18 months of age (Warneken & Tomasello, 2006), it appears across diverse cultures. Traditional frameworks often explain these variations using the individualistic-Western versus collectivistic-Eastern dichotomy. However, such binary classifications overlook the complex interplay of cultural norms, social structures, and trust systems that shape prosociality. This paper primarily focuses on South Korea and Japan, two East Asian societies that exhibit both strong collectivist and individualist tendencies and compares them with Western societies such as Canada and the United States. Drawing on Yao and colleagues’ (2017) tripartite model of dignity, face, and honour cultures and Baldassarri’s (2009) distinction between generalized and institutional trust, this paper proposes a new continuum between cultural coherence and cultural diversity. At one end, prosociality emerges through communal norms, emotional bonds, and homogeneity; at the other, it arises from institutional trust, inclusion, universal norms, and pluralistic solidarity. This framework enables a more nuanced understanding of culturally specific expressions of prosocial behaviour. It also provides a novel lens through which the divergent forms of individualism and collectivism across East Asia and Western contexts can be reinterpreted.