Since psychology as an academic discipline was developed largely in North America and Europe, some psychologists became concerned that constructs accepted as universal were not as invariant as previously assumed, especially since many attempts to replicate notable experiments in other cultures had varying success.
Kuna psühholoogia kui akadeemiline teadusala arenes olulisel määral Põhja-Ameerikas, hakkasid mõned psühholoogid tundma muret selle üle, et universaalsena aktsepteeritu ei pruukinudki olla nii muutumatu kui varem arvati; seda eriti peale seda kui mitmeid katseid, mis püüdsid korrata märkimisväärseid eksperimente teistes kultuurides, saatis vaid vahelduv edu.