Discuss the controversy of cultural bias (25)

• Para 1: cultural bias distorts findings and misrepresents differences

  • P: one major controversy in psychology is that cultural bias can distort findings, often by misinterpreting genuine cultural differences as deficiencies.

  • E: for example, Myers and Diener (1995) found lower subjective well-being (SWB) in collectivist cultures compared to individualistic ones.

  • E: However, this may reflect an imposed etic, where the measure of SWB was designed from a Western perspective, assuming individual happiness is the benchmark. This is an example of beta bias, ignoring cultural differences by applying the same standard to all. The consequence is a misleading comparison that paints collectivist societies as less content, when in fact their concept of well-being may differ entirely.

  • L: this undermines the validity of cross-cultural research and reinforces Western dominance in psychological theory.
• Para 2: ethnocentrism reinforces stereotypes

  • P: cultural bias is rooted in ethnocentrism, where researchers assume their own cultural norms are superior.

  • E: this can result in alpha bias, exaggerating cultural differences in a way that marginalises non-western groups. A historical example is Kohlberg’s theory of moral development, which used moral dilemmas derived from Western values.

  • E: when applied cross culturally, non-western participants were often judged to be morally inferior, even though they used different reasoning aligned with their own cultural norms. This kind of ethnocentric research can reinforce harmful stereotypes, influence global policy and education systems unfairly, and limit psychologys relevance outside western context.

  • L: it raises ethical concerns about respect for cultural diversity in psychological practice.
• Para 3: cross-cultural research helps address bias but is still vulnerable

  • P: some psychologists have tried to combat cultural bias through cross-cultural studies, which explore how behaviours vary between societies.

  • E: for instance, David Buss (1989) examined mate preferences in 36 cultures and found consistent trends, such as men preferring youth and women preferring resources.

  • E: because indigenous researchers conducted the surveys and translations, the study minimised imposed etic bias. However, cross-cultural research can still face sampling issues, such as assuming one subgroup represents a whole culture, or investigator effects, where researchers unintentionally influence responses.

  • L: This highlights the difficulty of fully removing cultural bias, even in studies that aim to be culturally inclusive, and suggests the need for ongoing reflexivity and methodological rigour
• Para 4: historical and social context influences seen as ‘normal’

  • P: cultural bias is also influenced by historical and social context, which shapes norms over time.

  • E: for example, Bowlby’s 1944 study on maternal deprivation reflected post-war attitudes toward family and childcare.

  • E: today, with improved parental leave and a greater focus on emotional well-being, these findings may not generalise well, showing how ‘cultural norms’ can shift over decades. Similarly, the overuse of student samples - a sub-culture with unique cognitive and social traits - raises concerns about generalising findings to wider populations.

  • L: if psychology fails to account for time-specific or subgroup-specific factors, it risks presenting a biased, outdated view of human behaviour.
• Conclusion

  In conclusion, cultural bias remains a serious challenge to psychology’s credibility as a universal science. It can arise through ethnocentrism, imposed etics, or through a lack of sensitivity to historical and sub-cultural contexts. While cross-cultural research and indigenous psychology offer promising solutions, the discipline must constantly evolve to reflect global perspectives. Addressing cultural bias isn’t just a methodological issue - it’s essential for developing ethical, accurate, and socially responsible psychological theory.