Gustav Jahoda (11 October 1920-) was born in Vienna; he was educated in Vienna, then subsequently in Paris and London. He studied sociology and psychology at London University before obtaining a lectureship in social psychology at the University of Manchester. In 1952 he took up a post at the University College of the Gold Coast (now Ghana) in the Department of Sociology, where he carried out pioneering research into cross-cultural psychology. In 1963, he was invited to set up a new psychology department in the University of Strathclyde, although he continued to make field trips to West Africa. He retired in 1985 but he still retains the post of Emeritus Professor.[1][2]