the vast majority of experimental studies, which have been conducted by academic researchers in North America, Europe, Israel and Australia, have used their own universities’ undergraduate students as their subjects. As a result, between 2003 and 2007, 96% of people studied in such behavioural experiments came from countries that were home to only 12% of the world’s population. That would be no concern if those subjects’ behaviour was representative of people everywhere. But it turns out that it is not. The few cases of research carried out in other countries and cultures reveal that those
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