If you were asked to describe culture, what would come to mind? —The magnificent Roman Catholic Church of Sagrada Família, the must-reads by Charles Dickens, or perhaps your grandma’s savory borsht? Well, these are all good thoughts. But think harder. At a societal level, culture is indeed reflected through art, literature, religion, and what’s on your dinner table. But at an individual level, it boils down to how we think—how individuals process information and form perceptions.
Whether or not you believe it, those tiny machines in our mind might operate differently in different cultures (e.g. read this New York Times story). Understanding these differences is valuable to campaigners, opinion researchers, and almost everyone who cares about engaging the public in the field of international development.
Over the past decades researchers found several differences in the way Westerners and East Asians process information and form views. Some of the differences might possibly influence public opinion. These differences include what I call in plain language “adopting a side or seeking a middle path,” “blaming me or blaming the situation,” and “logic versus experience.”