Cultural Generalizability of the False Signaling Theory: A Replication Study Using a Japanese Sample

Abstract Hypocrites are generally viewed unfavorably. According to the false signaling theory, this is because a hypocrite's condemnation falsely manipulates observers into believing in their moral goodness. However, since the false signaling theory has not been tested in cultures other than that of the United States, its cultural generalizability remains unclear. This study replicated two experiments comparing evaluations of hypocrites with those of transgressors and liars (Experiment 1, n = 583) and those of transgressors with those of honest hypocrites (Experiment 2, n = 509) using a Japanese sample. The results generally support the false signaling theory as hypocrites' condemnation also attracted harsh criticism among Japanese participants. However, our results also suggest differences in the definition of false signals between Japanese and U.S. samples. The Japanese participants believed that liars were as morally wrong and hypocritical as hypocrites. We speculate that such cultural differences may stem from the high‐context culture and discuss some directions for future research.