The universalist, or rule-based, approach is roughly: "What is good and right can be defined and ALWAYS applies." In particularist cultures, far greater attention is given to the obligations of relationships and unique circumstances. Take the case of trying to cross the street at the red light. In a very rule-based society like the U.S., you will still be frowned at even if there is no traffic. It tends to imply equality in the sense that all persons, or citizens, falling under the rule should be treated the same.