female participants (Mage = 27.39 years) from two Chinese (CN) cities, Beijing and Shanghai using SoJump (https://www.wjx.cn/). In line with previous research, we expected that participants from China would be more interdependent as compared to those from Canada (Li, Zhang, Bhatt, and Yum 2006). Chinese participants responded to the Mandarin version of the survey. Two research assistants proficient in both Mandarin and English helped with the translation of the survey into Mandarin, with one translator translating the survey from English to Mandarin and the other research assistant translating it back from Mandarin to English. We showed all participants an advertisement for a hypothetical beauty product – Instant Skin Perfector – which promised “instant radiant even toned skin, right when you need it”. The product and advertisement were hypothetical (not existent in either country) and mentioned no specific brand name. To ensure that our results are not driven by specific CULTURE & BEAUTY 17 aspects of a product being preferred by different cultures, we used typical claims made by Blemish Balm creams (available in both Canada and China), a skincare/makeup hybrid product that provides dual benefits of light coverage along with skin care (Levitt. N.D.) to create the advertisement. The advertisement included an image of the product and went on to describe the product benefits (see Web Appendix A for the advertisement). Attitude. We asked participants to indicate their attitude towards the product using a 4-item, 7-point semantic differential scale (Like it/Dislike it, Positive/Negative, Good/Bad, Appealing/Unappealing). The average of these items (g = .94; reverse scored) was our first dependent variable – participants’ attitude towards the product. A higher value indicated a more positive attitude towards the product. Willingness to pay. Next, we told Canadian (Chinese) participants that an average skin cream costs about CAD 8 (RMB 16) and asked them to indicate how much they would be willing to pay for the advertised product on a slider scale which ranged from 0 to twice the average price of the product for each country (i.e., CAD 16 for Canada and RMB 32 for China). As participants’ willingness to pay was measured on different scales in the two countries, we normalized the participants’ responses within each country such that the values lie between 0 and 1. Interdependence. Finally, we used four items from the self-construal scale (Singelis, 1994) to measure participants’ interdependent self-construal. Participants responded to the following items on a 7-point scale (g = .85; 1 = strongly disagree and 7 = strongly agree): (1) “My happiness depends on the happiness of those around me”, (2) “I will sacrifice my self-interest for the benefit of the group I am in”, (3) “I often have the feeling that my relationship with others are more important than my own accomplishments”, (4) “It is important to me to respect decisions made by the group”. CULTURE & BEAUTY 18 Results Invariance tests. We first assessed measurement invariance as per the guidance provided by Steenkamp and Baumgartner (1998). Results from a multi-group confirmatory factor analysis suggested that the fit of the baseline, configural invariance model was satisfactory (CFI = .976, TLI = .965, RMSEA = .080). Next, we assessed metric invariance by constraining the factor loadings to be invariant across China and Canada. The fit of the resultant model was satisfactory as well (CFI = .972, TLI = .965, RMSEA = .080). Further, the increase in chi square relative to the baseline model was not significant (〉ぬ2 (6) = 9.78, p =.13). Thus, the measurement items used in this study were invariant across countries. Country level analyses. To test our hypothesis that participants from China would have a greater preference for the beauty product compared to those from Canada, we analyzed country level differences in the attitude towards the product and the amount participants were willing to pay for it. First, an independent samples t-test with attitude towards the skin cream as the dependent variable indicated a significant effect of culture. Participants from China indicated a more positive attitude towards the product as compared to those from Canada (MCN = 5.89, SDCN = .94, MCA = 4.75, SDCA = 1.72, t(197) = 5.75, p < .001). Next, results from a similar independent samples t-test with the amount the participants were willing to pay for the product (normalized within each country) as the dependent variable indicated that Chinese participants were willing to pay a higher amount for the cream as compared to Canadian participants (MCN = .67, SDCN = .20, MCA = .54, SDCA = .25, t(197) = 4.21, p < .001) Individual level analyses. We next analyzed whether individual differences in interdependence