What moves people to action? Culture and motivation.

The study of motivation answers the question: what moves people to action in particular situations. A large volume of research provides compelling evidence that the answer to this question depends on the cultural context. In the individualist West, particularly in middle-class, college educated North America, the motivation for 'good' actions such as persistent productive performance is commonly understood to come from preferences and values inside the person. Yet in most contexts (those of the majority world), motivation takes form as being receptive to specific others, realizing expectations, and following culturally inscribed norms. Explaining the actions of people with a mismatched model of motivation can lead to inferences of irrationality, deficiency or immorality and is a barrier to intercultural communication.