Being WEIRD

We Aren’t the World

"Rather than practice traditional ethnography, he decided to run a behavioral experiment that had been developed by economists. Henrich used a “game”—along the lines of the famous prisoner’s dilemma—to see whether isolated cultures shared with the West the same basic instinct for fairness. In doing so, Henrich expected to confirm one of the foundational assumptions underlying such experiments, and indeed underpinning the entire fields of economics and psychology: that humans all share the same cognitive machinery—the same evolved rational and psychological hardwiring...

When he began to run the game it became immediately clear that Machiguengan behavior was dramatically different from that of the average North American. To begin with, the offers from the first player were much lower. In addition, when on the receiving end of the game, the Machiguenga rarely refused even the lowest possible amount. "It just seemed ridiculous to the Machiguenga that you would reject an offer of free money," says Henrich. "They just didn’t understand why anyone would sacrifice money to punish someone who had the good luck of getting to play the other role in the game."

The potential implications of the unexpected results were quickly apparent to Henrich. He knew that a vast amount of scholarly literature in the social sciences—particularly in economics and psychology—relied on the ultimatum game and similar experiments. At the heart of most of that research was the implicit assumption that the results revealed evolved psychological traits common to all humans, never mind that the test subjects were nearly always from the industrialized West. Henrich realized that if the Machiguenga results stood up, and if similar differences could be measured across other populations, this assumption of universality would have to be challenged...

Henrich soon landed a grant from the MacArthur Foundation to take his fairness games on the road. With the help of a dozen other colleagues he led a study of 14 other small-scale societies, in locales from Tanzania to Indonesia. Differences abounded in the behavior of both players in the ultimatum game. In no society did he find people who were purely selfish (that is, who always offered the lowest amount, and never refused a split), but average offers from place to place varied widely and, in some societies—ones where gift-giving is heavily used to curry favor or gain allegiance—the first player would often make overly generous offers in excess of 60 percent, and the second player would often reject them, behaviors almost never observed among Americans...

When he presented his research to the anthropology department at the University of British Columbia during a job interview a year later, he recalls a hostile reception. Anthropology is the social science most interested in cultural differences, but the young scholar’s methods of using games and statistics to test and compare cultures with the West seemed heavy-handed and invasive to some. "Professors from the anthropology department suggested it was a bad thing that I was doing," Henrich remembers. "The word 'unethical' came up"...

It was in the psychology department that he found two kindred spirits in Steven Heine and Ara Norenzayan. Together the three set about writing a paper that they hoped would fundamentally challenge the way social scientists thought about human behavior, cognition, and culture.

A modern liberal arts education gives lots of lip service to the idea of cultural diversity. It’s generally agreed that all of us see the world in ways that are sometimes socially and culturally constructed, that pluralism is good, and that ethnocentrism is bad. But beyond that the ideas get muddy. That we should welcome and celebrate people of all backgrounds seems obvious, but the implied corollary—that people from different ethno-cultural origins have particular attributes that add spice to the body politic—becomes more problematic. To avoid stereotyping, it is rarely stated bluntly just exactly what those culturally derived qualities might be. Challenge liberal arts graduates on their appreciation of cultural diversity and you’ll often find them retreating to the anodyne notion that under the skin everyone is really alike.

If you take a broad look at the social science curriculum of the last few decades, it becomes a little more clear why modern graduates are so unmoored. The last generation or two of undergraduates have largely been taught by a cohort of social scientists busily doing penance for the racism and Eurocentrism of their predecessors, albeit in different ways. Many anthropologists took to the navel gazing of postmodernism and swore off attempts at rationality and science, which were disparaged as weapons of cultural imperialism.

Economists and psychologists, for their part, did an end run around the issue with the convenient assumption that their job was to study the human mind stripped of culture. The human brain is genetically comparable around the globe, it was agreed, so human hardwiring for much behavior, perception, and cognition should be similarly universal. No need, in that case, to look beyond the convenient population of undergraduates for test subjects. A 2008 survey of the top six psychology journals dramatically shows how common that assumption was: more than 96 percent of the subjects tested in psychological studies from 2003 to 2007 were Westerners—with nearly 70 percent from the United States alone. Put another way: 96 percent of human subjects in these studies came from countries that represent only 12 percent of the world’s population...

It was in the 1960s, for instance, that researchers discovered that aspects of visual perception were different from place to place. One of the classics of the literature, the Müller-Lyer illusion, showed that where you grew up would determine to what degree you would fall prey to the illusion that these two lines are different in length...

Americans, without fully realizing it, were manifesting a psychological tendency shared with people in other industrialized countries that had been refined and handed down through thousands of generations in ever more complex market economies. When people are constantly doing business with strangers, it helps when they have the desire to go out of their way (with a lawsuit, a call to the Better Business Bureau, or a bad Yelp review) when they feel cheated. Because Machiguengan culture had a different history, their gut feeling about what was fair was distinctly their own. In the small-scale societies with a strong culture of gift-giving, yet another conception of fairness prevailed. There, generous financial offers were turned down because people’s minds had been shaped by a cultural norm that taught them that the acceptance of generous gifts brought burdensome obligations. Our economies hadn’t been shaped by our sense of fairness; it was the other way around.

The growing body of cross-cultural research that the three researchers were compiling suggested that the mind’s capacity to mold itself to cultural and environmental settings was far greater than had been assumed. The most interesting thing about cultures may not be in the observable things they do—the rituals, eating preferences, codes of behavior, and the like—but in the way they mold our most fundamental conscious and unconscious thinking and perception...

In the end they titled their paper “The Weirdest People in the World?” (pdf) By “weird” they meant both unusual and Western, Educated, Industrialized, Rich, and Democratic. It is not just our Western habits and cultural preferences that are different from the rest of the world, it appears. The very way we think about ourselves and others—and even the way we perceive reality—makes us distinct from other humans on the planet, not to mention from the vast majority of our ancestors. Among Westerners, the data showed that Americans were often the most unusual, leading the researchers to conclude that “American participants are exceptional even within the unusual population of Westerners—outliers among outliers.”

Given the data, they concluded that social scientists could not possibly have picked a worse population from which to draw broad generalizations. Researchers had been doing the equivalent of studying penguins while believing that they were learning insights applicable to all birds...

The “weird” Western mind is the most self-aggrandizing and egotistical on the planet: we are more likely to promote ourselves as individuals versus advancing as a group. WEIRD minds are also more analytic, possessing the tendency to telescope in on an object of interest rather than understanding that object in the context of what is around it.

The WEIRD mind also appears to be unique in terms of how it comes to understand and interact with the natural world. Studies show that Western urban children grow up so closed off in man-made environments that their brains never form a deep or complex connection to the natural world. While studying children from the U.S., researchers have suggested a developmental timeline for what is called “folkbiological reasoning.” These studies posit that it is not until children are around 7 years old that they stop projecting human qualities onto animals and begin to understand that humans are one animal among many. Compared to Yucatec Maya communities in Mexico, however, Western urban children appear to be developmentally delayed in this regard. Children who grow up constantly interacting with the natural world are much less likely to anthropomorphize other living things into late childhood...

Recent research has shown that people in “tight” cultures, those with strong norms and low tolerance for deviant behavior (think India, Malaysia, and Pakistan), develop higher impulse control and more self-monitoring abilities than those from other places. Men raised in the honor culture of the American South have been shown to experience much larger surges of testosterone after insults than do Northerners. Research published late last year suggested psychological differences at the city level too. Compared to San Franciscans, Bostonians’ internal sense of self-worth is more dependent on community status and financial and educational achievement. “A cultural difference doesn’t have to be big to be important,” Norenzayan said. “We’re not just talking about comparing New York yuppies to the Dani tribesmen of Papua New Guinea.”

As Norenzayan sees it, the last few generations of psychologists have suffered from “physics envy,” and they need to get over it. The job, experimental psychologists often assumed, was to push past the content of people’s thoughts and see the underlying universal hardware at work. “This is a deeply flawed way of studying human nature,” Norenzayan told me, “because the content of our thoughts and their process are intertwined.” In other words, if human cognition is shaped by cultural ideas and behavior, it can’t be studied without taking into account what those ideas and behaviors are and how they are different from place to place...

When Norenzayan became a student of psychology in 1994, four years after his family had moved from Lebanon to America, he was excited to study the effect of religion on human psychology. “I remember opening textbook after textbook and turning to the index and looking for the word ‘religion,’ ” he told me, “Again and again the very word wouldn’t be listed. This was shocking. How could psychology be the science of human behavior and have nothing to say about religion? Where I grew up you’d have to be in a coma not to notice the importance of religion on how people perceive themselves and the world around them”...

If religion was necessary in the development of large-scale societies, can large-scale societies survive without religion? Norenzayan points to parts of Scandinavia with atheist majorities that seem to be doing just fine. They may have climbed the ladder of religion and effectively kicked it away. Or perhaps, after a thousand years of religious belief, the idea of an unseen entity always watching your behavior remains in our culturally shaped thinking even after the belief in God dissipates or disappears.

Why, I asked Norenzayan, if religion might have been so central to human psychology, have researchers not delved into the topic? “Experimental psychologists are the weirdest of the weird,” said Norenzayan. “They are almost the least religious academics, next to biologists. And because academics mostly talk amongst themselves, they could look around and say, ‘No one who is important to me is religious, so this must not be very important.’” Indeed, almost every major theorist on human behavior in the last 100 years predicted that it was just a matter of time before religion was a vestige of the past. But the world persists in being a very religious place...

Commenting on the paper, two brain researchers from Northwestern University argued (pdf) that the nascent field of neuroimaging had made the same mistake as psychologists, noting that 90 percent of neuroimaging studies were performed in Western countries...

When Henrich asked Fijian women why they avoided certain potentially toxic fish during pregnancy and breastfeeding, he found that many didn’t know or had fanciful reasons. Regardless of their personal understanding, by mimicking this culturally adaptive behavior they were protecting their offspring. The unique trick of human psychology, these researchers suggest, might be this: our big brains are evolved to let local culture lead us in life’s dance.

The applications of this new way of looking at the human mind are still in the offing. Henrich suggests that his research about fairness might first be applied to anyone working in international relations or development. People are not “plug and play,” as he puts it, and you cannot expect to drop a Western court system or form of government into another culture and expect it to work as it does back home. Those trying to use economic incentives to encourage sustainable land use will similarly need to understand local notions of fairness to have any chance of influencing behavior in predictable ways...

Whether you think of yourself as interdependent or independent may depend on whether your distant ancestors farmed rice (which required a great deal of shared labor and group cooperation) or herded animals (which rewarded individualism and aggression). Heine points to Nisbett at Michigan, who has argued (pdf) that the analytic/holistic dichotomy in reasoning styles can be clearly seen, respectively, in Greek and Chinese philosophical writing dating back 2,500 years. These psychological trends and tendencies may echo down generations, hundreds of years after the activity or situation that brought them into existence has disappeared or fundamentally changed.

And here is the rub: the culturally shaped analytic/individualistic mind-sets may partly explain why Western researchers have so dramatically failed to take into account the interplay between culture and cognition. In the end, the goal of boiling down human psychology to hardwiring is not surprising given the type of mind that has been designing the studies. Taking an object (in this case the human mind) out of its context is, after all, what distinguishes the analytic reasoning style prevalent in the West. Similarly, we may have underestimated the impact of culture because the very ideas of being subject to the will of larger historical currents and of unconsciously mimicking the cognition of those around us challenges our Western conception of the self as independent and self-determined. The historical missteps of Western researchers, in other words, have been the predictable consequences of the WEIRD mind doing the thinking."