 During the last three decades, psychologists have devoted a great deal of effort to exploring how people think of the self. One major theme in this literature is that people’s conception of themselves varies across cultures, and that in many non-western cultures one’s social roles and one’s relation to other people play a much more central role in people’s self-concepts than they do in the individualistic West (Markus &amp; Kitayama 1991; Baumeister 1998). One very simple way of studying these differences is to ask people to respond to the question “Who am I?” fifteen times. Non-westerners will typically mention social groups, group roles and relationships: “I am Maasai”, “I am a person who brings fruit to the temple”, “I am my father’s youngest son”. Westerners, by contrast, will typically mention personal attributes, aspirations and achievements: “I am intelligent”, “I am a pre-med student”, “I am the fastest swimmer in my school” (Ma &amp; Schoeneman 1997). Another theme is that people’s conception of themselves is situationally malleable—it changes depending on who we are with, where we are and what we are doing (Kihlstrom &amp; Cantor 1984; Markus &amp; Wurf 1987). 