Mind: Westerners vs. the World: We Are the Weird Ones

The Ultimatum Game works like this: You are given $100 and asked to share it with someone else. You can offer that person any amount and if he accepts the offer, you each get to keep your share. If he rejects your offer, you both walk away empty-handed.

How much would you offer? If it's close to half the loot, you're a typical North American. Studies show educated Americans will make an average offer of $48, whether in the interest of fairness or in the knowledge that too low an offer to their counterpart could be rejected as unfair. If you're on the other side of the table, you're likely to reject offers right up to $40.

It seems most of humanity would play the game differently. Joseph Henrich of the University of British Columbia took the Ultimatum Game into the Peruvian Amazon as part of his work on understanding human co-operation in the mid-1990s and found that the Machiguenga considered the idea of offering half your money downright weird — and rejecting an insultingly low offer even weirder.

"If you're a Westerner, your intuitions about human psychology are probably wrong or at least there's good reason to believe they're wrong," Dr. Henrich says.

After analyzing reams of data from earlier studies, the UBC team found that WEIRD people [Westerners] reacted differently from others in experiment after experiment involving measures of fairness, anti-social punishment and co-operation, as well as visual illusions and questions of individualism and conformity.

Others punish participants perceived as too altruistic in co-operation games, but very few in the English-speaking West would ever dream of penalizing the generous. Westerners tend to group objects based on resemblance (notebooks and magazines go together, for example) while Chinese test subjects prefer function (grouping, say, a notebook with a pencil). Privileged Westerners, uniquely, define themselves by their personal characteristics as opposed to their roles in society.

Moreover, WEIRD people do not simply react to the world differently, according to the paper, they perceive it differently to begin with.

WEIRD people, the UBC researchers argue, have unusual ideas of fairness, are more individualistic and less conformist than other people. In many of these respects, Americans are the most "extreme" Westerners, especially young ones. And educated Americans are even more extremely WEIRD than uneducated ones.

"The fact that WEIRD people are the outliers in so many key domains of the behavioral sciences may render them one of the worst subpopulations one could study for generalizing about Homo sapiens," the authors conclude. "If the goal of the research program is to shed light on the human condition, then this narrow, unrepresentative sample may lead to an uneven and incomplete understanding."

For more, see Westerners vs. the World: We Are the Weird Ones by Adam Mcdowell, August 21, 2010, at National Post.