This article identifies problems limiting the value of studies reported by cross-cultural psychologists over the past two decades. These include the assumption of homogeneity of national cultures, excessive focus upon sampling a small number of economically- developed nations, and confusion between individual- and culture-level analysis. Ways are suggested to increase indigenisation of the field, whilst retaining a comparative focus. It is suggested that a study of role behaviours would complement the attention currently given to values as a source of conceptualisation.
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