Does “irrationality” travel? Why applied behavioural science needs to consider cultural context
First in a series of articles focused on the ways in which factors such as cultural context influence individual decision making.
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The biggest challenge for our field in the next 10 years… would be to understand the generality of the findings we have. We have lots of findings and different aspects and we have assumed for a long time that they would just carry over in different contexts and different occasions.
As we get access to more people and more cultures, I think we’ll have to have a more nuanced understanding of our theories and we will have to learn to adjust them based on other intervening factors that might come from culture for example. We have been ignoring culture too much.
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