THE TURN THAT HENRICH, Heine, and Norenzayan are asking social scientists to make is not an easy one: accounting for the influence of culture on cognition will be a herculean task. Cultures are not monolithic; they can be endlessly parsed. Ethnic backgrounds, religious beliefs, economic status, parenting styles, rural upbringing versus urban or suburban—there are hundreds of cultural differences that individually and in endless combinations influence our conceptions of fairness, how we categorize things, our method of judging and decision making, and our deeply held beliefs about the nature of the self, among other aspects of our psychological makeup.