The negative and positive content of self-talk, the relationship of self-talk to performance, and persistence following positive and negative feedback were investigated across different cultural backgrounds (European Americans n = 54, East Asians n = 26). East Asians had a significantly larger proportion of negative to positive self-talk than European Americans, d = .62. The greater proportion of negative self-talk related to poorer performance for European Americans, but better performance for East Asians, r2 = .13. European Americans' practice persistence increased after receiving positive versus negative feedback, d = .59. No differences occurred in persistence for East Asians, d = .06. Results suggest sport psychology consultants and coaches should consider an athlete's cultural background when employing cognitive interventions and providing feedback.