The bulk of knowledge in the field of cross-cultural psychology is centered around assessing the suitability of Western theories and measurements in non-Western contexts. In these studies, specific methodological considerations come into play. Hence, it’s not surprising that cross-cultural psychology is often characterized as a methodology in itself. A prime example of such a concern pertains to the selection of participants within cultural populations. While anthropologists can typically rely on a small group of informants who, due to their expertise, possess valuable access to the cultural knowledge of interest (such as the indigenous categorization of a particular flora), cross-cultural psychologists frequently deal with psychological traits that exhibit significant variation among members of a population. The method of sampling employed in such cases directly influences the interpretability of the findings. Comparing two randomly selected samples may lead to interpretation challenges: Is the observed difference in psychological functioning (e.g., in terms of locus of control) a result of underlying cultural distinctions or the result of differences in relevant, albeit uncontrolled, background factors like socioeconomic status, gender, or education?, Cross-cultural psychology is the study: of similarities and differences in individual psy-chological functioning in various cultural and ethnocultural groups; of ongoing changes in variables refl ecting such functioning; and of the relationships of psychological vari-ables with sociocultural, ecological and biological variables., By examining key concepts such as cultural identity, the role of culture in development, the impact of culture on mental health, and cultural differences in social behavior, cross-cultural psychology deepens our understanding of the complex interplay between culture and human behavior..