Cross-cultural psychology: Some accomplishments and challenges

The development of cross-cultural psychology over the past 40 years is briefly reviewed. Cross-cultural psychologists have focused on differences between populations, explanations based on individualism-collectivism and reduction of explanations to the individual-level of analysis. Cultural variations have been incompletely sampled, with an excessive focus on North America and East Asia. However, the cross-cultural approach is compatible with the perspective of cultural psychologists because in both traditions there has been a focus both on mechanisms of cultural stability and of cultural change. Promising new developments are identified, including classifications of a broader range of cultures based on communication behaviors, contrasting ways of satisfying identity motives in individualistic and collectivist cultures, and the use of experimental cultural primes for theory testing within bicultural populations.