Y. Takano and E. Osaka (2018, this issue) provide strong and irrefutable empirical evidence that the “common view”—that Japanese are typically collectivists whereas Americans are typically individualists—is not supported by data. Given other reviews in the past that have led to the same conclusion, in this commentary, I argue that now is the time for the field to take stock and reconsider this
... [Show full abstract] common view. This commentary briefly describes conceptual, empirical, and practical problems concerning the common view and offers suggestions to move beyond it. By moving beyond the common view, and other similar explanations of cross‐cultural differences, cross‐cultural researchers in particular can lead the way in facilitating a further evolution of research and theory about the link between cultures and individuals.