Celebrating Achievement in a Collectivistic Culture Does achievement motivation look the same in every culture? Comparing statements by Japanese and American athletes during the Olympics, Hazel Rose Markus found that Japanese emphasized the importance of their supportive relationships, but Americans tended to see their wins as an individual achievement (Markus & others, 2006). Here, Japanese track star Satomi Kubokura celebrates after winning a gold medal in the 19th Asian Athletics Championship in Kobe, Japan.

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