I feel like a different person

Scientists have long been interested in the interplay of emotions and identity, and some have recently focused on cultural identity. One's heritage would seem to be especially stable and impervious to change, simply because it's been passed down generation after generation and is deeply ingrained in the collective psyche. But how deeply, exactly? Psychologists Claire Ashton-James of the University of British Columbia, William W. Maddux from INSEAD, Adam Galinsky of Northwestern University, and Tanya Chartrand from Duke University decided to explore this intriguing question in the laboratory, to see if even something as potent as culture might be tied to normal mood swings...

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