This study analyzes American, Vietnamese, and Japanese personal values, attempting to understand how it can be ethnographers find large differences in values between cultures, yet empirical surveys find relatively small differences in personal values between cultures. D’Andrade argues that people live in two distinct value worlds; the world of personal values and the world of institutionalized values. Assessing these value worlds, D’Andrade is able to explain the contrast between ethnography and survey data, while making vital commentary on American, Vietnamese, and Japanese culture. With insight and precision, this book contributes to the important debate that the Culture, Mind, and Society series has initiated.

Roy D’Andrade is Professor of Anthropology, University of Connecticut, the author of The Development of Cognitive Anthropology, and the co-editor of Human Motives and Cultural Models.