Mainstream Western psychology has been exported 'wholesale' to non-Western societies, bringing benefits only to a small elite in the modern sector of such societies. The masses living in the traditional sector of non-Western societies have seen little or no benefit from the imported Western psychology. The research questions addressed in Western psychology do not addresss the most important needs of the poor, particularly the poor in non-Western societies. Cross-cultural research has not solved this problem because it generally involves students as participants, and in non-Western societies these students belong to the modern sector and do not reflect the lifestyles of the masses in the traditional sector. Integral to the exportation of Western psychology to non-Western societies is double-reification, involving the exportation and propagation of cultural phenonema from one nation to another, and the later harvesting the outcomes of this exportation through so-called international research, as validation of universalization.