The article, titled “The weirdest people in the world?”, appears in the current issue of the journal Brain and Behavioral Sciences. Dr. Henrich and co-authors Steven Heine and Ara Norenzayan argue that life-long members of societies that are Western, educated, industrialized, rich, democratic — people who are WEIRD — see the world in ways that are alien from the rest of the human family. The UBC trio have come to the controversial conclusion that, say, the Machiguenga are not psychological outliers among humanity. We are. […]
Others punish participants perceived as too altruistic in co-operation games, but very few in the English-speaking West would ever dream of penalizing the generous. Westerners tend to group objects based on resemblance (notebooks and magazines go together, for example) while Chinese test subjects prefer function (grouping, say, a notebook with a pencil). Privileged Westerners, uniquely, define themselves by their personal characteristics as opposed to their roles in society. […]
The paper argues that either many studies’ conclusions have to be retested on non-WEIRD cultural groups — a daunting proposition in terms of resources — or they must be understood to offer insight only into the minds of rich, educated Westerners.
Update: That link is dead, but here’s a PDF of the article
Also: Here’s a PDF of the paper.