Cultural differences are explained in terms of socially shared axiomatic assumptions or
cultural theories in specific life domains; the approach thus also links ecocultural and
cultural theoretical perspectives (Cooper & Denner, 1998). Bringing ecological theory and
culture together implies defining individual competence within the cultural and historical
context, placing emphasis on variation and change within communities. Whether or not
culture would make an impact on cognition in a particular social situation depends on
whether the relevant shared assumptions are available, accessible, salient, and applicable in
the situation. Thus, the influences of culture on cognition and behaviour are dynamic and
mediated by values, norms and the basic principles of social cognition. Morris and Fu
(2001) identify three moderators of cultural differences that determine whether knowledge
becomes accessible, namely the properties of the person (e.g. motives, availability of
constructs), the situational context (e.g. time pressure, recent history), and the stimulus
event (e.g. applicability, salience) that determine the frequency of use (Higgins, 1996). Inthe last few years, these three areas have been covered by extensive research, especially in
the area of intercultural negotiation (see below).