Sujata Gupta writes:

When Igor de Almeida moved to Japan from Brazil nine years ago, the transition should have been relatively easy. Both Japan and Brazil are collectivist nations, where people tend to value the group’s needs over their own. And research shows that immigrants adapt more easily when the home and new country’s cultures match.

But to de Almeida, a cultural psychologist now at Kyoto University, the countries’ cultural differences were striking. Japanese people prioritize formal relationships, such as with coworkers or members of the same “bukatsu,” or extracurricular club, for instance, while Brazilian people prioritize friends in their informal social network. “Sometimes I try to find [cultural] similarities but it’s really hard,” de Almeida says.

Now, new research helps explain that disconnect. For decades, psychologists have studied how culture shapes the mind, or people’s thoughts and behaviors, by comparing Eastern and Western nations. But two research groups working independently in Latin America are finding that a cultural framework that splits the world in two is overly simplistic, obscuring nuances elsewhere in the world.

Due to differences in methodology and interpretation, the teams’ findings about how people living in the collectivist nations of Latin America think are also contradictory. And that raises a larger question: Will overarching cultural theories based on East-West divisions hold up over time, or are new theories needed?

However this debate unfolds, cultural psychologists argue that the field must expand. “If you make most of the cultures of the world … invisible,” says Vivian Vignoles, a cultural psychologist at the University of Sussex in England, “you will get all sorts of things wrong.” [Continue reading…]