About the lecture

In this lecture, we think about the ways in which researchers have addressed the current emic perspective of much of psychology, focusing in particular on: (i) the establishment of the five key personality factors; (ii) the lexical hypothesis, which proposes that important differences between groups of people become part of their language, and that important factors in culture will have more words to represent them than less important factors; (iii) the role of vocabulary in characteristics, such as a personality trait; (iv) the failings of existing intelligence tests, including their omissions of social skills assessments and culturally specific intelligences; (v) the role that paper completion of personality tests has on results, when compared to the computerised versions that are typically completed in Western countries.

About the lecturer

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).