Collectivist/ non-western cultures have different values- the group (family, tribe or village) is more important than each individual and so emphasis is on obedience and responsibility; individualistic cultures (US and much of Europe) value achivement and competitiveness- this can mean findings may not apply across different cultures.
Cross- cultural research aims to see whether behaviour is innate or culture specific.
Innate behaviour is universal rather than unique to a specific culture and supports nature rather than nurture as it can be seen in 2 or more groups who have had no contact with each other.
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