Research conducted with European Americans suggests that attention to the individual self intensifies emotional reactivity. We propose, however, that cultural models of the self determine which aspect of the self (individual vs. relational), when attended to, intensifies emotional reactivity. In 3 studies, we predicted and observed that attention to individual aspects of the self was associated with levels of emotional reactivity that were greater in individuals from European American contexts (which promote an independent model of the self) than in individuals from Asian American contexts (which promote an interdependent model of the self). In contrast, attention to relational aspects of the self was associated with levels of emotional reactivity that were similar or greater in individuals from Asian American than in individuals from European American contexts. These findings highlight the importance of considering cultural and situational factors when examining links between the self and emotion.