Individualism and Collectivism
Type: Criticism
- Previously, psychologists have referred to Western cultures as individualist and Eastern as collectivist
- However, it could be argued that this is lazy and simplistic
- because due to global communication and increased interconnectedness, there is no longer evidence of the traditional distinction between individualism and collectivism.
- Making it arguable that cultural bias in research is less off an issue than it once was.
Cultural Relativism vs. Universality
Type: Criticism
- Psychologists may ignore the fact that some elements of human behaviour are actually universal
- such as basic facial expressions.
- Suggesting that a full understanding of human behaviour requires the study of both universal behaviours and differences among individuals and groups.
Unfamiliarity with Research Tradition
Type: Criticism
- Some cultures can be more familiar with the scientific research process less than others
- and therefore some demand characteristics may be less/more prevalent depending on the culture.
- If participants are more aware of the aims of scientific research than this may lead to a change in behaviour, increasing demand characteristics.
- This may reduce the validity of research findings.
Operationalisation of Variables
Type: Criticism
- Behaviours being studied may have different meanings in different cultures.
- In China, the invasion of personal space is seen as normal, whereas in the West it is seen as confrontational and aggressive.
Challenging Assumptions
Type: Benefit
- May challenge out typically Western ways of viewing the world
- making cultural bias less likely in the future
- and increasing the validity of research
- because psychologists now recognise the influence culture has on their findings and can change their conclusions accordingly.