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Issues and Debates – Cross Cultural Psychological Research

1. Understanding Culture

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About this Lecture


In this lecture, we think about understanding the role of culture in psychological research, focusing in particular on: (i) a novel example study demonstrating the power of differing object exposure on perception and expectation, contextualised in the differing shapes of a typical window around the world; (ii) further examples of cultural differences, including conversational volume, hand gestures when speaking, and buyer-seller interactions online; (iii) definitions of culture and cross-cultural psychology to be used throughout this course; (iv) the prevalence of WEIRD culture research and the problems with applying findings from these studies to the whole world’s population.


In this course, Dr Ayoub Bouguettaya (University of Birmingham) explores cross cultural psychological research. In the first lecture, we think about how we understand culture in the context of psychological research. In the second lecture, we think about what differences exist between cultures which psychological researchers might study, and the traditional consideration of psychology as an emic science. In the third lecture, we think about some ways in which researchers have tried to include different cultures in their studies and the failures that this process has given rise to. Next, we think about the presence and consequences of cultural differences in developmental and clinical psychology. In the fifth lecture, we think about how culture can impact cognition, perception, and social psychology, with a specific focus on collectivist versus individualistic cultural viewpoints. In the sixth and final lecture, we think about debates which exist in the field of cross cultural psychology, and whether the subject can be considered racist, given its continued ignorance of non-western cultures.


Dr Ayoub Bouguettaya is a lecturer in the School of Psychology at the University of Birmingham. Dr Bouguettaya’s research interests are in social psychology and how knowledge from that field can be applied to others, particularly health, including how we can apply social identity theory to societal problems, as well as investigating the different perspectives one might take on those issues. Some of Dr Bouguettaya’s recent publications include 'The relationship between gambling advertising and gambling attitudes, intentions and behaviours: a critical and meta-analytic review' (2020) and 'The Effect of a Food Addiction Explanation Model for Weight Control and Obesity on Weight Stigma' (2020).

Cite this Lecture

APA style

Bouguettaya, A. (2022, March 14). Issues and Debates – Cross Cultural Psychological Research - Understanding Culture [Video]. MASSOLIT.

MLA style

Bouguettaya, A. "Issues and Debates – Cross Cultural Psychological Research – Understanding Culture." MASSOLIT, uploaded by MASSOLIT, 14 Mar 2022,

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