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The authors contend that although people in both Eastern and Western cultures are motivated to make favorable self-evaluations, the actual likelihood of expressing favorable self-evaluations in a concrete situation depends on (a) the dominant self-presentation norms in the culture, (b) how salient the norm is in the immediate situation, and (c) the availability of normatively permissible means to make favorable self-evaluations. The authors tested this proposal in three studies. Study 1 showed that given the strong influence of the modesty norm in Eastern cultures, Chinese are more comfortable making favorable self-evaluations when evaluation apprehension pressure in the immediate situation is reduced. Furthermore, Studies 2 and 3 showed that Asian Americans and Chinese are more comfortable making favorable self-evaluations when they can do it indirectly by denying possession of negative traits than when …