Bringing culture to basic psychological theory--beyond individualism and collectivism: comment on Oyserman et al. (2002)

Abstract

D. Oyserman, H. M. Coon, and M. Kemmelmeir (2002) offered a comprehensive literature review on individualism and collectivism that forwards valuable suggestions for ways to enhance future research conducted within this framework. The author argues that although their criticisms of much contemporary social psychological research on individualism and collectivism are valid, even more fundamental problems need to be recognized as characterizing work within this tradition, such as the insufficiently subtle nature of the views held of culture, the limited attention given to meanings, and the downplaying of contextual variation. The author suggests adopting more nuanced and process-oriented conceptions of culture and more contextually grounded views of its impact on psychological functioning as a way of realizing the promise of cultural psychology to broaden and provide insight into basic psychological theory.