Cultural Bias controversy
You need to be able to say why this issue
is controversial
You should be able to give examples of
where cultural bias occurs in Psychology
You should be able to suggest ways of
dealing with cultural bias.
Psychology is predominantly a white,
Euro-American enterprise



64% of psychological researchers from US
In some texts, >90% of studies have US PPs
Samples predominantly white middle class
But psychology purports to tell us about
‘human nature’ – can this really be true?
www.psychlotron.org.uk
Cultural Bias in Psychology
Try the Chiltern Test.
http://www.psychexchange.co.uk/videos/vi
ew/20522/
http://www.youtube.com/watch?v=XxmccY
BXJLg&feature=related
www.psychlotron.org.uk
Cultural Bias in Psychology
IQ testing and research (e.g. Eysenck)



IQ tests developed in the West contain
embedded assumptions about intelligence,
but what counts as ‘intelligent’ behaviour
varies from culture to culture
Non-Westerners may be disadvantaged by
such tests – and then viewed as ‘inferior’
when then don’t perform as Westerners do
See the Chiltern Test.
www.psychlotron.org.uk
Cultural Bias Examples
Ainsworth’s SSC for attachment


Not appropriate for assessing children from
non-US or UK populations
Cultural differences in child-rearing styles
make results liable to misinterpretation e.g.
German or Japanese samples
www.psychlotron.org.uk
Cultural Bias Examples
Moral development (Kohlberg)



Based on a hierarchy of developmental
stages, strongly influenced by Western
individualism & tradition of abstract moral
reasoning
Not an accurate reflection of moral reasoning
in some other (e.g. collectivist) cultures
Consequently, some cultures score ‘lower’ on
moral development when they are actually
just ‘different’
www.psychlotron.org.uk
Cultural Bias Examples
Small Group Task
Read through textbook pg 74 and answer the
following questions.
Why is cultural bias a problem?
What is the difference between Alph and Beta
bias?
Give some examples of Alpha and Beta biases
in research.
What is the difference between ethnocentrism
and cultural relativism?
Why might the biological approach by culturally
biased?
Plenary
Post-its game – choice of terms
Alpha bias
Beta Bias
Enthocentrism
Cultural relativism
Cultural neuropsychology
Collectivist
Individualist
Emics and etics


Emics are the constructs particular to a
specific culture
Etics are constructs that are universal to all
people
Bias can occur when emics and etics get
mistaken for each other
www.psychlotron.org.uk
Ways to deal with cultural bias
Emic constructs are specific to particular
cultures, so they vary from place to place



Likely to be ignored or misinterpreted
Researchers from one culture may not be
sensitive to local emics
Their own cultural ‘filters’ may prevent them
from detecting them or appreciating their
significance
www.psychlotron.org.uk
Emics





Emphasize every culture is unique
Study behaviour within a culture
Produce findings significant for that culture
only
Examples ?
See Handout
www.psychlotron.org.uk
Emic Approach
Etic constructs are assumed to be
universal, but may not be

This can lead to ‘imposed etics’, where a
construct from one culture is applied
inappropriately to another
www.psychlotron.org.uk
Etics






DERIVED ETICS
Done by cross-cultural psychologists
Assumes most behaviour is common to all
humans but cultural factors affect this
behaviour
Explanations are DERIVED (worked out) from
cross-cultural studies of a behaviour
Examples?
See handout
www.psychlotron.org.uk
Etic Approach







IMPOSED ETICS
Done by cross-cultural psychologists
Assumes most behaviour is not affected by
culture.
Study behaviour from outside a culture
Study many cultures
Produce findings they believe they can apply
to all cultures
Examples ?
www.psychlotron.org.uk
Etic Approach
This occurs when a researcher assumes
that their own culturally specific practices
or ideas are ‘natural’ or ‘right’


When other cultures are observed to differ
from the researcher’s own, they may be
regarded in a negative light
E.g. ‘primitive’, ‘degenerate’,
‘unsophisticated’, ‘undeveloped’ etc.
Becomes racism when other cultures are
denigrated or their traditions regarded as
irrelevant etc.
www.psychlotron.org.uk
Ethnocentrism
Remember that all cultures are not the
same



The individualist-collectivist dimension
reminds us of this, but is still a gross
simplification
Greater use should be made of research
conducted from within each culture, by
members of that culture
Cross cultural research should be encouraged
www.psychlotron.org.uk
Can We Avoid Cultural Bias?
Two possible approaches:


Cross cultural approach – study many
different cultures to identify the variations
Transcultural approach – study many different
cultures to identify the similarities
When doing this, need to be aware of the
pitfalls!
www.psychlotron.org.uk
Conducting Cross Cultural Research
Identify the challenges of cross-cultural
research on pg75 of textbook.
Apply them to Buss AS Core study.
www.psychlotron.org.uk
Conducting Cross-Cultural Research
Essay Plan
Intro – What is cultural bias and why is it a problem.
Give examples of cultural bias in existing research and
say why the studies were biased.
Explain types of bias, Alpha, beta and ethnocentrism
using examples and analysis (Saying what is suggests)
Explain ways of dealing the bias. Include indigenous
psychologies and distinction between emics and etics.
Provide examples and analysis.
Explain challenges of conducting cross-cultural research
successfully and why it is important for psychology.
Write a conclusion which summarises and suggests
actions for the future.