The vast majority of behavioural science research is conducted with participants that are from WEIRD societies - Western, Educated, Industrialised, Rich and Democratic, despite these participants only representing 12% of the world's population. This therefore raises the issue of making generalisations on human behaviour across the discipline.
This article makes suggestions on how to change that: Henrich, Heine and Norenzayan (2010). The weirdest people in the worldLink opens in a new window
One page version of the above article published in Nature: Most people are not WEIRDLink opens in a new window
Video: The Hidden Biases in WEIRD Psychology ResearchLink opens in a new window