SOME THOUGHTS ON THE RELEVANCE OF APPLIED PSYCHOLOGY IN AFRICA

The article focuses on the need to make applied psychology more relevant to the realities of Africa. The writer argues that because applied psychology tends to be centro-cultural it has not made much impact in Africa. The writer observes, however, that the crucial factor is the tendency of many African psychologists to apply psychology in disregard of such mediating factors as values. The moderating influence of values on behaviour in applied settings is explored by citing some recent cases. The writer also identifies some underlying factors accounting for why theories and models relevant to African realities have not been developed by African psychologists. Four underlying issues crucial to the development of concepts and models relevant to Africa are outlined. Particular mention is also made of the need to properly market psychology in Africa.