From the October 17th, 2018 Forum "AI for Culturally Relevant Interactions", Hazel Rose Markus, Davis-Brack Professor in the Behavioral Sciences, Stanford University examines these points:

•Selves are socioculturally-shaped shapers of their worlds.
•Cultures are cycles of ideas, institutions, interactions and individuals. Selves are nodes in many intersecting culture cycles and are always multicultural.
•Behavior depends on the self, e.g.
-In the middle class West, individual preferences and choices drive behavior.
-Outside the middle class West, norms, obligations, and expectations shape behavior.
•Understanding how people will relate to the interactive technologies of the future depends on their cultures and their selves.

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