Cultural bias.

What is cultural bias

A tendency to interpret all phenomena through the ‘lens’ of one’s own culture, ignoring the effects that cultural differences might have on behaviour.

What is ethnocentrism.

Judging other cultures by the standards and values of one’s own culture. In its extreme form it is the belief in the superiority of one’s own culture, which may lead to prejudice and discrimination.

What is cultural relativism

The idea that norms and values, as well as ethics and moral standards, can only be meaningful and understood within specific social and cultural contexts.

What is the WEIRD problem.

Henrich et al. (2010) found 68% of research participants came from the USA and 96% from industrialised nations. Most psychology is based on Westernised, Educated people from Industrialised, Rich Democracies → strong cultural bias.

What happens when WEIRD people set the norm?

Behaviour of people from non-Westernised, less educated, agricultural or poorer cultures is inevitably seen as ‘abnormal’, ‘inferior’ or ‘unusual’.

Give an example of ethnocentrism in research.

Ainsworth & Bell’s Strange Situation – designed in America and used as a universal standard. Japanese infants more likely to be classed as insecurely attached because they showed high distress on separation (they are rarely separated from their mother).

What is the difference between etic and emic approaches?

Etic = looking at behaviour from outside a culture and assuming universality. Emic = studying behaviour from inside a culture and identifying culture-specific behaviours. Ainsworth’s research is an imposed etic.

Classic studies limitation

Many influential studies are culturally biased (e.g. Asch & Milgram used only white, middle-class US participants). Replications in different cultures produce different results (e.g. higher conformity in collectivist cultures).

Counterpoint to classic studies

Individualist–collectivist distinction may no longer apply due to globalisation. Takano & Osaka (1999) found no evidence of the difference in 14/15 studies comparing USA and Japan.

Strength – cultural psychology

Emergence of cultural (multicultural) psychology. Uses an emic approach, works with local researchers and culturally-based techniques. Cross-cultural research now often uses more countries and is more aware of cultural bias.

Ethnic stereotyping limitation

IQ tests used in the past were ethnocentric (e.g. assumed knowledge of US presidents). Resulted in lower scores for some ethnic groups and was used to justify eugenic policies and claims of genetic inferiority (Gould, 1981).