Hitting the right notes:Reactions to voice as a function of voice style and cultural beliefs

Abstract

The present study takes a Chinese cultural perspective to address some of the current challenges in the realm of voice outcomes (e.g., types of voice consequences, tactics, and target characteristics) from a relatively novel angle. More specifically, we draw on self-presentation theory to examine when and why individuals react more or less positively toward change-oriented suggestions delivered in different self-presentational voice styles by their peers. Our selection and conceptualization of voice styles (self- promoting vs. self-effacing), outcome domains (behavioral and relational), and target characteristics (individual vs. group agency beliefs), capture the diversity of proto-typically Western and Chinese perspectives on these concepts. Results from a laboratory experiment provide general support for the proposed second-stage moderated mediation model, whereby the indirect effect of voice style via denigration of the voicing peer’s competence affects behavioral and relational outcomes, especially for those targets holding group agency beliefs. We discuss the implications of our findings for research on voice, culture, and self-presentation in general.