The present study presents a multilevel analysis of cultural level and individual level differences in the evaluation of emotional support message strategies and interactive support goals. This is done in an effort to distinguish cultural norms regarding social support (i.e., recognizing what counts as an effective message) from a sense of cultural efficacy in social support (i.e., the motivation to provide effective support) and furthermore, to link social support efficacy to individual differences associated with mental wellbeing and effective emotional management. Analyses indicate that evaluations of message sensitivity are predicted by cultural differences but not individual differences. In contrast, valuing specific interactive support goals was associated both with differences in distinction and belonging and the interaction between individual and cultural differences. The pattern of findings supports the conceptual distinctions between culturally appropriate and culturally efficacious dimensions of emotional support.
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