ABSTRACT
Psychologists interested in cultures are used to the practice of distributing surveys or psychological tests to comparable samples from societies with markedly different models of selfhood and sociality. Research adopting this strategy has revealed striking cultural differences in human cognitions, motivation, affect, and behaviors. These findings call for a cultural perspective to understanding how culture shapes psychology. Indeed, Segall, Lonner, and Berry (1998) sanctify cross-cultural research as a scholarly discipline that has led to “the flowering of culture in behavioral research.”
