Cross-cultural comparative studies mostly have been based on the assumption of cultural homogeneity that equates culture with nation. This assumption overlooks the cultural diversity that might exist within a nation. This article is based on the review of four empirical studies conducted by J.B.P. Sinha and his associates focusing on cultural diversity within India. A review of these studies revealed seven pan-Indian cultural preferences: (a) collectivist orientation; (b) respect for status and power; (c) primacy of personalized relationship; (d) desire to be embedded in an in-group; (e) familism; (f) context-sensitive (situational) behaviour; and (g) cynical view about others. However, it also revealed location-specific cultural preferences. The authors have analyzed these preferences, extracted from the findings of these studies for those locations which have been covered in more than one study, to present an holistic picture of the culture of each location. Sinha and his associates view cultural differences among various locations as a consequence of different degrees of infrastructural development in those locations. The authors are inclined to argue that cultural change is context sensitive and depends on the historical and cultural legacy inherited by a location. They argue for an evolutionary-emic approach to study cultural diversity within India.
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