“…Such a belief leads some cognitive scientists to assume that they can simply reverse the epistemological basis of anthropology and use the anthropologist as a glorified and, why not, better organized, disciplined, and systematic research assistant, whose job is to export their experimental tasks to new cross‐cultural locations. As we have argued elsewhere (Astuti & Bloch, 2010), the idea that we can make progress “for example, by setting up permanent psychological and behavioral testing facilities in bus terminals, Fijian villages, rail stations, airports, and anywhere diverse subjects might find themselves with extra time” (Henrich, Heine, & Norenzayan, 2010, p. 82) is a non‐starter. Such an approach misunderstands what anthropology is and what its distinctive epistemology and methodology can contribute to cognitive science.…”