This chapter deals with what has become the most popular research domain in cross-cultural psychology, namely that of social behavior. We start the chapter by discussing various ideas about the relationships between social context and social behavior that have been put forward in cross-cultural psychology and adjacent fields. This is to give you a taste of the breadth of the field and to put the next section in perspective. We then move to the topic of values, which is arguably the dominant topic in contemporary cross-cultural studies of social behavior. After this, we discuss studies on cultural differences in social cognition and behavior as well as their implications for universality or relativism of social psychological phenomena. The last section deals with different notions of culture as a social psychological construct. We end the chapter with a general discussion. In addition, on the Internet you can find a section on the important, but somewhat understudied area of cultural variation in gender differences in social behavior (Additional Topics, Chapter 4).
If you take at random a recent publication of a cross-cultural study, it is most likely to be about social perception, cognition or behavior. This has not always been the case. In the early days of cross-cultural psychology, studies in perception and cognition were much more frequent.