East isn't East and West isn't West

The cognitive fallacy of East is East and West is West: MindHacks review of Ed Yong's article in New Scientist which suggests that Kipling's twains of East vs West never existed in the first place

"Even more surprisingly, the article describes how these same cognitive tendencies are malleable - they can be changed in individuals by simply priming them with individualistic or collectivist concepts.

The article is a thought-provoking challenge to the East - West psychological stereotypes common in both the popular press and the scientific literature"