Previous studies have indicated cross cultural differences in conscious processes, such that Asians have a global preference and Westerners a more analytical one. We investigated whether these biases also apply to unconscious knowledge. In Experiment 1, Japanese and UK participants memorized strings of large (global) letters made out of small…

There is substantial evidence that populations in the Western world exhibit a local bias compared to East Asian populations that is widely ascribed to a difference between individualistic and collectivist societies. However, we report that traditional Himba--a remote interdependent society--exhibit a strong local bias compared to both Japanese and…

The validity of the linguistic relativity principle continues to stimulate vigorous debate and research. The debate has recently shifted from the behavioural investigation arena to a more biologically grounded field, in which tangible physiological evidence for language effects on perception can be obtained. Using brain potentials in a colour…