Yes! I love my mother as much as myself: Self- and mother-association effects in an Indian sample

Information associated with the self is preferentially processed compared to information associated with others. However, cultural differences appear to exist in the way information is processed about those close to us like our mothers. In Eastern compared with Western cultures, information about the mother seems to be processed as well as our self. However, it is not clear whether this lack of difference is due to familiarity or would extend to processing arbitrary perceptual information associated with different categorical labels. The current study employs a perceptual association paradigm in which category labels like self, mother, and none are associated with arbitrary shapes to study self versus mother processing in an Indian sample. We hypothesised that there would be no difference between self and mother processing given the familial and collectivistic tendencies in India. Participants in two experiments performed a matching task between a shape and a pre-assigned category label, with self, mother, and none as categories in Experiment 1A and self, friend, and none as categories in Experiment 1B. As expected, analysis of response times (RT), accuracies, and signal detection theoretic measures showed that information about mother is processed as well as self in Experiment 1A, but this effect is not present with friend in Experiment 1B. Moreover, participants’ processing for the self-associated information gets attenuated depending upon the other close person category used in the task (friend vs. mother) indicating that self-information processing is dynamically dependent on the categorical contexts in which such processing takes place. Our findings have implications for understanding the processing of self-associated information across cultures and contexts.