In some research of Yamagishi's on Japanese subjects the reverse was found. He claims that this was due to the Japanese opting for the readily available social provided schema "be humble" when under load (simply required to answer quickly ), and not that they are lacking in a need for positive self regard, i..e the second attentional theory that this paper confirms.
Hmm...I just realised that this was written in 1989 (when I go to the bit about an Apple ii) ! So everyone probably knows that the reverse result was found in Japan.
Article Attentional Load Increases the Positivity of Self-Presentation
In situations of cognitive overload dominant response patterns usually become evident. This might explain the difference in subjects' responses across cultures that are individualistic or collectivistic.
Please check your question. You have written self-preservation instead of self-presentation.
Thank you for your comments. I have made the correction you point out in the second comment. I think most researchers would agree with you that the tendency for Japanese to be more self-depreciating and Americans to be more self-enhancing under load to be a result of collectivistic or individualistic culture pertaining in each.
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