A03 Cultural Bias

• Individualism and collectivism

  When psychologists made a reference to a culture they have done so within the individualist-collectevist context. Individualist cultures associate with countries like USA, thought to have independence and freedom. Collectevist cultures like India and China are said to place more emphasis on interdependence and needs of the group.
• New age (Individualism and collectivism)

  But in this age of global communication and increased interconnectedness. Takano and Osaka found no evidence of the traditional distinction between USA and Japan. Perhaps, cultural bias is less of an issue now.
• Cultural relativism vs universality

  Berry's concept of imposed etic is a useful reminder to psychologists of the culturally specific nature of their work. But it should not be assumed all of psychology is culturally relative and there is no such thing as universal human behaviour. Research suggests that basic facial experiences for emotions are the same all over the human and animal world.
• Critics of Ainsworth's strange situation (Cultural relativism vs universality)


  Argue Berry should not obscure from the fact that some features of attachment are universal (evolutionary factors). A full understanding of human behaviour requires study of both universals and variation among individuals and groups.
• Unfamiliarity with research tradition

  When conducting research in Western culture the ppts' familiarity with the general aims and objectives of scientific enquiry is assumed. The same knowledge and faith in scientific testing may not extend to cultures that do not have the same historical experience of research.

  Demand characteristics may be exaggerated when working with members of the local population. This may have an adverse effect on the validity of the research
• Operationalisation of variables


  One other issue with conducting research in different cultures is that the variables under review may not be experienced in the same way by all ppts. E.g: the behavioural expression of emotions such as aggression may give a rise to quite different behaviours in different cultures. In China, the invasion of personal space is a norm but in the UK it is considered threatning. Issues like this may affect interaction between the research and ppts in cross-cultural studies.
• Challenging the 'implicit' assumptions

  One of the greatest benefits to conducting cross-cultural research is that it may challenge our individualist way of thinking/ viewing the world. Being able to see some of the knowledge and conepts taken for granted by other people around the world may promote greater sensitivity to individual difference and cultural relativism in the future.
• Scientific racism (Challenging the 'implicit' assumptions)

  This counters charge of 'scientific racism' but also means conclusions made by psychologists are more likely to have more validity if they include recognition of the role of culture in bringing about them.
• Inlcusion of a member of the local population (Challenging the 'implicit' assumptions)

  The inclusion of a member of the local population has several functions; they will be able to educate the researchers about cultural practices and provide a sense of reassurance to the cultural group being studied; overcome any language barriers; and prevent the issue of cultural bias, e.g. ethnocentrism on the part of the researcher whereby the researcher uses his/her own values in interpreting behavioural differences.