ABSTRACT
ABSTRACT The majority of research and theory in the social sciences, particularly psychology, comes from so-called Western, educated, industrialized, rich, democratic (WEIRD) societies. The emphasis on WEIRD societies has created a signicant knowledge gap. This chapter begins by describing why cross-cultural research is so important, as evidenced by some of the many differences between WEIRD and non-WEIRD societies. Next, the chapter explains two prominent frameworks for culture: the Markus and Connor’s culture cycle and the Hofstede cultural dimensions. We then propose an integration of these frameworks than can organize existing research and generate new research questions and hypotheses, thus closing the gap in our understanding of WEIRD versus non-WEIRD worlds. The chapter closes with a case study application of the integrated framework.
