Participants indicated that they felt more similar to the spokespersons when they were primed with a collectivist mindset (M=6.15,SD= 2.06) than when they had been primed with an individualist mindset (M=5.31,SD=2.02), F(1,92) = 4.03, p=.048, ηp 2 = .042. No other effects were significant.