CROSS‐CULTURAL DIFFERENCES: INDIVIDUAL‐LEVEL VS. CULTURE‐LEVEL ANALYSIS

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Abstract
Two approaches to the interpretation of and theorizing about cross‐cultural differences are identified. In the individual‐level approach, cultural differences are assumed to be consistent with individual differences within each of the cultures included in the cross‐cultural comparison. The use of antecedent variables to eliminate alternative explanations based on biases is reviewed and some problems noted. It is suggested that explicit theories be used to guide the selection of antecedent variables to minimize the impact of cultural biases. In the second approach, the culture‐level approach, culture is the unit of analysis and there is no assumption regarding the correspondence between culture‐ and individual‐level relationships. Two examples are given to illustrate the potential usefulness of this approach to developing concepts and theories that are very different from those derived from the individual‐level approach. The problems of bias in this level of analysis are also discussed. Finally, it is argued that in cross‐cultural psychology the individual‐level approach dominates, but we should pay more attention to culture‐level research. This approach may lead to the development of concepts and theories that are not likely to be produced by mono‐cultural works.

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