Context is king! Considering particularism in research design and reporting

We aim to raise awareness of context by examining its role in empirical research. We apply the dichotomy of universalism and particularism, and discuss the interaction of theory and culture in order to consider the scope of validity for research findings and conclusions. We illustrate our arguments by referencing three cases, each of which has contextual inadequacies. We aim to discourage the conduct of research, and acceptance of papers, that falsely implies universalism, relies on convenient samples or ignores indigenous constructs. We offer specific prescriptions for authors, editors and reviewers to help ensure that both the research context and scope of validity are adequately communicated and understood.