The paper examines how the natural science perspective of social psychology expressed in the preference for intraindividual theories and models has systematically led the field away from a consideration of the specifically cultural sources of social behaviour. To demonstrate the role of cultural determinants in social behaviour, for example, the topic of moral behaviour has been discussed citing some experimental findings with implications for the development of a truely cultural social psychology of moral behaviour.
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Albert Pepitone is Professor of Psychology, University of Pennsylvania, Philadelphia. His major areas of interest are social cognition and behaviour.
