Four Decades of Challenges by Culture to Mainstream Psychology: Finding Ways Forward

Over 5 days at the Nag’s Head Conference Center, USA in 1987, social and cross-cultural psychologists discussed what would be required if research relating to culture were to gain greater attention from psychology in general, and in particular from what was perceived at the time as its mainstream. The criteria for gaining greater credibility laid down by three leading social psychologists proved daunting in relation to the cross-cultural work presented at the meeting but subsequently inspired cross-culturalists to “raise their game.” In this paper, we describe these crucial challenges and how they have been addressed more recently by cross-cultural psychologists. We assess the extent to which studies focused on cultural differences are now thoughtfully represented in social, personality, and organizational psychology by briefly surveying the content of a single year’s issues of the Journal of Personality and Social Psychology, Journal of International Business Studies, and the Journal of Personality in relation to the concurrent content of the Journal of Cross-Cultural Psychology. We identify the perils of assimilation to psychology in general by diluting the concept of culture and by tyrannizing research with over-specified criteria of statistical rectitude. We also identify studies published in top-rated journals that have nonetheless advanced our field. We reiterate the need for defensible measures of cultural difference and methods for identifying and examining them as a basis for multi-level explanations of cultural effects and cultural change. We conclude by proposing a gold standard for assaying cross-cultural studies of psychological processes and outcomes.