There is a debate in psychology and consumer behaviour. This concerns the generalizability of results from western university laboratory experiments. Lab experiments can be great at isolating causes. Yet, what you discover may not apply outside the specific context. Experiments, a criticism goes, tend to use a specific pool of subjects, so called WEIRD subjects. (Western, Educated, Industrialized, Rich and Democratic). I hard to make universal pronouncements about human nature, it is argued, when most of the tests are performed on a slither of the world’s population. So does WEIRDness matter?
Reliance on WEIRD Subjects
WEIRD subjects are easy to find in our undergraduate programs. As such researchers at western universities can use them to test their ideas quickly. Overgeneralization is a clear danger. I would ask that before dismissing experiments from western universities one should always bear in mind what is being claimed. As long as the researcher doesn’t over claim such tests can be a source of important insights.
Henrich, Heine and Norenzayan (2010) suggest that psychology, to address its reliance on WEIRD subjects, needs to encourage more research from outside WEIRD cultures. They recommend that “editors and reviewers should push researchers to support any generalizations with evidence.” (Page 29). I broadly agree. My message to researchers is when generalizing you should make sure the claims are well thought out. The researchers must explain why the results appply more broadly if they claim this.
When “granting agencies should prioritize ….. cross-cultural research” (Page 29). I agree. It is great if granting agencies are sympathetic to research that is more challenging to conduct, i.e. multi-country studies. Still, I wouldn’t want to prioritize uninteresting cross-cultural research for its own sake.
WEIRD Subjects Still Have Value
Does WEIRDness matter? Yes it is likely to change responses. Are all people WEIRD? No, which means there is obvious value to studying non-WEIRD people. That said don’t get too worried that western lab experiments have lost their usefulness. We have a lot still to learn from, and about, WEIRD people.
For more on culture see here.
Read: Joseph Henrich, Steven J. Heine and Ara Norenzayan (2010) Most People Are Not WEIRD, Nature, volume 466, 1 Juky 2010