Cultural Bias

• What is cultural bias (2m)

  The tendency to ignore cultural differences and judge all people in terms of your own cultural assumptions. It can occur when researchers conduct research in their own culture and assume that their findings apply to those living in other cultures.
• Explain the term ethnocentrism (2m)

  The assumption that one ethnic group is superior to another or all others, emphasising the importance of the behaviour of ones own culture. Other cultures are therefore judged by the standards, customs and values of ones culture which is considered the 'norm'.
• Explain the term cultural relativism (2m)

  The idea behaviour can only be properly understood and only makes sense in the context of the norms and values of the society or culture in which it occurs. E.g. what is considered acceptable in one culture may be unacceptable else where.
• Suggest two ways in which researchers might reduce cultural bias in their research (2m)

  Do not attempt to extrapolate findings/theories to cultures that are not represented in the research sample. Use researchers who are native to/familiar with the culture being investigated.
• Explain one example of cultural bias in psychological research (3m)

  Ainsworth's strange situation as the measure only reflected the norms and values of American culture. For example, secure attachment was characterised by the infant showing separation distress. However, this led to the misinterpretation of child-rearing practises in other countries which were seen to deviate from the American 'norm'. E.g. German mothers were seen as cold and rejecting rather than encouraging independence for their children and their children were most likely classified as insecure-avoidant as a result.