AO1- Culture Differences
- Moghaddam> western=individualistic(based on indv needs)
non-western=collectivist(based on group needs)
- western=voluntary due to greater mobility/urban areas
- non-western= non voluntary due to less mobility/less urban
AO2- Key Studies
- key diff=concept of chnage viewed
- USA value change and say it is best way for society to develop.
- China value tradition
- see relationships as permanent whilst USA are more acceptable with new relationships.