In the current study, we analyzed prosocial content in children’s picture books in the United States (N = 40) and Japan (N = 40). Results revealed cultural commonality and differences in the nature of the prosocial behaviors depicted. While acts involving characters helping others fulfill goals were frequent in both cultures, children’s books in the United States were more likely than those in Japan to contain depictions of characters providing emotional comfort. Japanese children’s books, on the contrary, were more likely to involve mutual collaboration and sharing. The findings demonstrate how valued forms of prosocial behavior are reflected in cultural products that are geared toward children.
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