This principle provides a universal framework for studying cultural variability (and is thus
an etic approach). Yet, in order to explain an observed behaviour as a product of the
interaction of task, individual and culture, the emic approach must be incorporated. It has
been remarked that this approach rather focuses too much on behaviour instead of dealing
with the underlying authentic experience (Baerveldt & Verheggen, 1999). It is not explained
how experience becomes socially patterned in the first place. Viewing culture as being
separated from task and individual makes it difficult to explain human experience. The
model also omits interpersonal processes and the dynamics of emotion, motivation, and
social experience (Chaudhary, 1999). Lonner (1999) criticises that Helfrich’s approach does
not help to solve the etic-emic dilemma but on the whole represents a partially redundant
contribution to the literature on these constructs. Berry (1999), on the other hand,
endeavoured a symbiosis of cultural and comparative aspects of the field, allowing for
cultural and ecological explorations of human behaviour within and across settings – an
approach that, according to its author, best resembles the original notion of etic and emic as
complementary rather than conflicting ways of achieving an understanding.