CULTURAL NORMS: A set of rules based on socially or culturally shared beliefs as to how an individual ought to act to be accepted into that cultural group.

SURFACE CULTURE: What we easily see as different when we are faced with people from another culture

DEEP CULTURE: The beliefs, attitudes and values of a group.

ACCULTURATION: The process by which someone comes into contact with another culture and begins to adopt the norms and behaviours of that country.

ENCULTURATION: The process of adopting or internalising the schemas of your culture.

Plans out research before arriving in the field - Develops research question after spending time with the local community

Applies their research findings globally; assumes that behaviours are universal. Applies their findings to the local community that is being investigated.

Uses standardized tests and theories from their own culture and applies them to the local people. Develops tests in consultation with local experts to apply to the community. Theories are generated after spending time within the culture.

Begins gathering data as soon as they arrive in the field. Collects data only after they are familiar with the local culture.

A cultures tolerance for ambiguity (less strict rules and openness for change)

Masculine societies focus on achievement, wealth and competition. Feminine societies focus on quality of life and relationships

Connections to the past (traditions) and focus on the future

Indulgent cultures allow people to enjoy life and have fun. Restrained cultures follow a much more strict set of life rules

AIM: To see if there was a significant difference in levels of conformity between an individualistic culture and a collectivist culture