Measuring cultural bias in a cross-national study

Cross-national research claims increasing attention, due in part to a growing awareness of worldwide interdependence. One of the most intriguing areas of research is the comparison of perceptions about the quality of life. However, even the first attempt to compare cross-national quality of life perceptions (Cantril, 1965) raised a question which still remains unanswered: What do the differences between countries mean? Presumably differences in income, in the objective conditions of the major life domains such as housing, health and employment, and in demographic variables account for some of the difference among countries' reported quality of life satisfaction. But how can these factors be separated from other non-random factors? The term we use for the latter is “cultural bias”. By cultural bias we mean the systematic cross-national differences in quality of life perceptions which are not explained by objective measures of quality of life nor by demographic factors. Ordinarily these culture-specific biases are acquired during the socialization process almost as automatically and unconsciously as one learns one's mother tongue. Cultural bias is manifested in the tendency for members of a particular culture to be optimistic or pessimistic, confident or cautious in evaluating their social and physical environment and in revealing these evaluations to others. Thus, our conception of cultural bias has something in common with the idea of national character, but it is more limited in scope. In this paper we discuss the problem of isolating the impact of cultural bias from the other factors affecting how people perceive their quality of life and measuring it. We describe a method which is capable of doing this and report the results of using it to measure the relative cultural bias between respondents in Springfield, Illinois and Aixen-Provence, France.