Abstract
Abstract The chapter illustrates the methodological and substantial progress that has been made in cross-cultural studies on implicit motives. After introducing a multiculture and multivariate approach in conducting research, methodological means to remedy bias in measurements across cultural groups are addressed. Thereafter, cross-cultural research on implicit motives at the collective and individual level is critically evaluated. It is argued that research on implicit motives across cultural groups is indispensable to the understanding of universal and culture-specific variations in individuals’ mental processes and behavioral acts.
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