Cultural Bias

Universality

When a theory can be applied to all people, irrespective of gender and culture. In Psychology, this approach assumes that the key theories and studies in Psychology can be applied to all genders and cultures

W.E.I.R.D.

Western, Educated, Industrialized, Rich, and Democratic

Cultural Relativism

The idea that norms, values, ethics and morals can only be meaningful and understood within specific social and cultural contexts. This is the opposite of a universal approach.

By recognising cultural relativism, we can avoid cultural bias.

Ethnocentrism

A particular type of cultural bias where one believes that their own cultural group is superior to other cultural groups.

Etic Approach

Looks at behaviour from outside of a given culture and attempts to describe those behaviours that are universal.

Berry argues that psychology takes an etic approach because it says that theories/research are universal when, in fact, those theories have come about through an EMIC approach with research in a single culture.

Emic Approach

Looks at behaviour from inside a culture and identifies features that are specific to that culture.