cognitive test could apply to everyone, but that is not the case. Cross-cultural psychologists are now aware of the social and cultural factors on cognitive processes. Culture influences memory. Our cultural upbringing shapes the schemas that we acquire and use to perceive the world and ourselves. People in northern Europe and North America tend to see the world in an individualistic way and people in Asian, African and South American countries see the world in a more collectivistic framework. Qi Wang held a study considering our earliest memories. He asked college students from Harvard University and Beijing University to recall their earliest memories. He predicted and found that the Americans were more likely than Chinese students to recall events that focused on the individual. The Chinese were more likely to recall memories that involved family or neighborhood. He also found that the memories of the Americans were from where they were about 3,5 years old,
Nicklaus' strong need to remain consistent with his commitments? I hinted at such a factor earlier: He is an American, born and bred in the heartland (Ohio) of a na- tion that is distinguished from much of the rest of the world by its devotion to the "cult of the individual" (Hofstede, 1980; Vandello 8{ Cohen, 1999). In individualistic nations such as the United States and those of Western Europe, the focus is on the self, whereas, in more collectivistic societies, the focus is on the group. For exam- ple, individualists decide what they should do in a situation by looking primarily at their own histories, opinions, and choices rather than those of their peers. This should make them highly vulnerable to influence tactics that use as leverage what a person has previously said or done. To test this idea, my colleagues and I (Petrova, Cialdini, 8{ Sills, 2007) used a
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