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All traits were not created equal. WORCHEL AND COOPER (1983, p. 180) This book reports the findings from extensive cross-cultural studies of the relative importance ofdifferent psychological traits in 20 countries and the relative favorability of these traits in a subset of 10 countries. While the work is devoted primarily to professionals and advanced students in the social sciences, the relatively nontechnical style - ployed should make the book comprehensible to anyone with a general grasp of the concepts and strategies ofempirical behavioral science. The project grew out of discussions between the first author and third author while the latter was a graduate student at Wake Forest University, U.S.A., in 1990. The third author, a native of Chile, was studying person-descriptive adjectives composing the stereotypes - sociatedwiththe Chilean aboriginal minority knownas Mapuche (Saiz &Williams, 1992). Asweexaminedthe adjectives usedinthisstudy,it was clear that they differed in favorability and also on another dim- sionwhichwe latertermed "psychologicalimportance," i.e., the degree to which adjectives reflected more "central," as opposed to more "- ripheral,"personality characteristics. More important descriptors were those which seemed more informative or diagnostic ofwhat a person "wasreally like"and, hence, might be ofgreater significance in und- standing and predicting an individual s behavior.
From the reviews: "This is an important book for transcultural psychiatry. ... The authors of this book summarize research over a number of years designed to determine the cross-cultural consistency of trait dimensions. ... One of the unique aspects of this study concerned measures of the relative favorability and the psychological importance of traits." (Joel Paris, Transcultural Psychiatry, Vol. 41 (3), 2004)