The roles of self‐interest and ethical reasoning in project continuance decisions: a comparative study of US and the People’s Republic of China

This study aims to advance the understanding, in a cross‐cultural context, of the roles that ethical vs. self‐interest considerations play in project continuation decisions. Fifty‐eight executive MBA students from the People’s Republic of China (PRC) completed a project continuation decision using an instrument previously employed by Harrell and Harrison (1994) on U.S. subjects, and Harrison, Chow, Wu and Harrell (1999) on Chinese nationals from Taiwan. Results indicated that while the PRC subjects generally had a lower tendency than these other groups to continue an unprofitable project, they still tended towards continuance. Further analysis revealed that the PRC subjects’ decisions were motivated by an emphasis on their self‐interest as well as ethical considerations. The role of self interests in the PRC subjects’ decisions seems consistent with recent claims that China’s new market ethic is shifting people towards emphasizing their own economic welfare over that of the collective entity. Also of substantive interest was that as compared to their U.S. counterparts, the PRC subjects’ ethical reasoning had a different structure. The relative impacts of their ethical reasoning dimensions also differed from those from their U.S. counterparts.