Culture Bias 16 Marker

• Culture Bias is the interpretation of behaviour on the norms and values of ones own culture. Applying your own cultural standards to other cultures may lead to misunderstandings within research
• Ethnocentrism refers to a form of cultural bias. It is the belief in the superiority of one cultural group over another. It also involves the normalisation of one culture and seeing others as abnormal.
• In research this leads to the view that behaviours which do not conform to the model, usually Western, are somehow deficiently unsophisticated or underdeveloped.
• Berry argued that ethnocentrism is caused by an imposed etic approach where Western theories and research are expected to be universal.
• Researchers study nonwestern cultures from the 'outside' and try to apply their own understanding and world view to it causing a bias