Personality traits are not just a useful way to describe people; they actually help psychologists predict if someone is going to be a good worker, how long he or she will live, and the types of jobs and activities the person will enjoy. The culture in which you live is one of the most important factors that shapes your personality and Western ideas about personality may not be applicable to other cultures. In fact, there is evidence that the strength of personality traits varies across cultures. It may be most productive to think of the Five Factor Model as a framework for beginning to explore systematically individual differences in behavior within a particular culture.
Identity and self are linked concepts that encompasses what we think and feel about ourselves, as well as our relationships with others. Neuro-cultural research confirms self as a universal but culture contexts define the conditions that self will be expressed. For example, certain values are emphasized or sanctioned within culture (e.g., modesty, independence, cooperation, empathy). Independent and interdependent self-concepts coexist simultaneously within individuals and culture provides the framework for self-expression