When there is great variability of a variable within a culture, this is usually indication that the variable represents an individual difference. To understand the varieties of normal human consciousness across socially constructed worlds. It is assumed that cultural and institutional factors particular to a population may have a major impact on the processes of psychological functioning and human development. An attempt is made to understand how cultural and ethnic divergences in the processes of consciousness relate to acts of interpretation and to the socially constructed meaning or representation of stimulus events. Need to uncover the implicit meanings that shape psychological processes, to examine the distribution of these meanings across cultural groups, and to identify the manner of their social acquisition.
Psychology is concerned with the consistency and variability of behaviour.
Cross-cultural psychology is concerned with studying the variability in behaviour amongst the various societies or cultural groups around the world. Individualism - Collectivism individualists pursue their own goals, whilst collectivists subordinate their goals to those of a group. Collectivists Must be loyal to the group and subordinate their own goals to those of the group. Are supported in their behaviours. Individualists Encouraged to strive toward achievement of their own goals but are expected to achieve them independently.