Universalism implies that correct behavior can be defined and always applies,
while particularism suggests that relationships are more important than abstract social
codes. The United States is generally considered universalistic, and Turkey
particularistic. In the current study, American and Turkish students first reacted to a
hypothetical situation in order to determine their location on the universalist-particularist
dimension. The students were then asked how their reactions may reflect their cultural
values, in order to determine the relative levels of Turkish vs. American cultural selfawareness.
The American students scored higher in partıcularism and the Turkish
students higher in universalism, which may reflect the Turkish cultural value of fairness.
Turkish students had a greater awareness of the cultural basis for their attitudes. Cultural
self-awareness is an important factor in determining business and economic success, and
should be encouraged through university education.