Cross cultural reasearch is very sensitive to:
RESEARCHER BIAS and imposed etic
Mead has been highly cristicsed of this; she may have chosen to report on behaviours that suite dher theory. She is also a very subjective measurment, and this means the reserach has very low repeatability and reliability, as displayed by Cooks alternative findings.
Wood and Eagly may have also subconciously developed actergories that coincided with western ideas, making different cultures appear more similar.
Williams and Best uses a very specific group of people- university students. These people may be more subject to the same cultural influnces, due to to increased intenational media in youth culture. This would make cultures appear more similar.
REDUCES generalisability of the theory and research, and so makes it less compelling and useful
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