The authors examined cultural preferences for formal versus intuitive reasoning among East Asian (Chinese and Korean), Asian American, and European American university students. We investigated categorization (Studies 1 and 2), conceptual structure (Study 3), and deductive reasoning (Studies 3 and 4). In each study a cognitive conflict was activated between formal and intuitive strategies of reasoning. European Americans, more than Chinese and Koreans, set aside intuition in favor of formal reasoning. Conversely, Chinese and Koreans relied on intuitive strategies more than (...) European Americans. Asian Americans' reasoning was either identical to that of European Americans, or intermediate. Differences emerged against a background of similar reasoning tendencies across cultures in the absence of conflict between formal and intuitive strategies. (shrink)