ABSTRACT
This chapter provides a Strengths, Weaknesses, Opportunities, and Threats analysis of cross-cultural psychology. The history of cross-cultural psychology as an empirical endeavor is relatively short. With some alleged arbitrariness, it could be argued that the field has grown with the strong interest in visual illusions, field independence, and Piagetian psychology, notably the cross-cultural study of conservation. In order to gain insight in trends in cross-cultural psychology an analysis was carried out of the publications dealing with this topic in Psyclnfo. An analysis of trends showed a shift in topics of the published studies. In the early days of the journal, there was relatively more interest in perceptual and cognitive topics, while there is more emphasis on the social domain. The chapter describes three methodological tools that can be employed to overcome the traditional dualism of individual and cultural factors, namely mediator and moderator models, psychological variables at country level, and multilevel models.
