This article examines some of the limitations of social psychology and shows how they can be remedied by increased attention to cross-cultural studies. For example, many of the key constructs of the discipline, such as self, conformity, control, intelligence, and well being, are culture bound. The author proposes directions in theory development and methodology that will incorporate cultural syndromes in social psychological theories. Also, the author gives examples of methodologies that can consider simultaneously attributes of the participants (including their culture), attributes of the actors and targets of action (including their culture), attributes of the setting and context of the study, the prior relationships of the actor and target, and the attributes of the behaviors under examination.One reaction to the so-called crisis in social psychology (Triandis, 1975) pointed out that many of the foci of research by social psychologists reflected Euro-American concerns of limited generality. Specifically, an enormous effort was devoted to consistency theories, especially cognitive dissonance theory. A thick volume edited by Abelson, Aronson, McGuire, Newcomb, Rosenberg, and Tannenbaum (1968) summarized some of that work. But the Western emphasis on consistency is not found universally (Fiske, Kitayama, Markus, & Nisbett, 1998). In fact, many of the key findings of social psychology are culture bound. The contribution of cross-cultural psychology has been to identify the limitations of mainstream social psychology and to provide suggestions for alternative ways of ''doing social psychology'' (Markus & Kitayama, 1991). This paper will review some of the limitations of social psychology and will provide some suggestions concerning how to study social phenomena around the world. I will start by discussing individualism and collectivism because these constructs both provide a social psychological theory and are part of a framework for interpreting cultural differences. Since readers may not be familiar with this theory, I will start by summarizing some of its key features.
Individualism and collectivismThe major argument about cultural differences presented by Triandis (1989) is that cultures differ in the kinds of information they sample from the environment. Major differences can be found between cultures that are simple (hunters and gatherers) or