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researchers found that psychologists and sociologists routinely base their conclusions on studies done with one kind of test subject: the WEIRD (those in Western, Industrialized, Rich, and Democratic societies); in fact, 96% of the subjects whose behavior has been reported in top psychological journals were drawn from only 12% of the world’s population. Researchers have taken the WEIRD to be representative of populations around the globe, but this simply isn’t the case. Citizens of the West are in fact more likely to be outliers when compared to the behaviors and attitudes of other cultures.

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