Western, Educated, Industrialised, Rich and Democratic OCT 01 2010
...aka WEIRD. The majority of the subjects in behavioral science testing are WEIRD people, who make up only a small percentage of the global population. You can see where this would be a problem.
In the "ultimatum game", for example, people are given $100 and told to offer some of it to someone else; if the other person accepts, each keeps their portion, but if they reject the offer, nobody gets anything. On average, Americans offer just under half, which seems to say much about human notions of fairness, or the fear of making an insultingly low offer. But many cultures behave differently; the Machiguenga of Peru prefer to keep more cash or, if on the other side of the deal, to accept whatever is offered. Another example: speakers of the Mayan language of Tzeltal are among several more likely to describe things as east or west of each other, not on the left or right. Academics would bristle, the researchers note, if journals were renamed with titles such as Journal of Personality and Social Psychology of American Undergraduate Psychology Students. But perhaps they should be.
(via russell davies)