Cultural bias

• Cultural bias occurs when what is considered "normal" behaviour is judged only from the point of view of one culture.
• This means behaviours that differ from this cultural norm may be viewed as abnormal.
• In psychology, research tends to show a bias towards Western culture due to the number of researchers and studies conducted in certain societies.

Universality and cultural bias

• Much psychological research has been conducted in Western society, which undermines its universality
• Assuming research conducted in Western societies applies universally shows a cultural bias, as these results are only applicable to Western populations.
• This assumption of universality means research conclusions are wrongfully generalised globally.

Ethnocentrism

• Ethnocentrism occurs when a researcher uses their own cultural group as a basis for judgements about other groups.
• There is a tendency to view the beliefs, customs and behaviours of our cultural group as normal, and that of other cultures…