Behavioral theories of cross-cultural analysis state that the cultural differences present in mankind can be explained through understanding differences in behavior. Researchers employing behavioral theories in their analysis of cultures tend to use experimental, correlational and observational methods in their research of cultural differences. These researchers are interesting in analyzing the overt differences between people of different cultures and then developing theories as to why these differences in behaviors came to be.
"Affect" is the psychological concept of emotions and mood. Some researchers take an affective perspective in their research of cultural differences. Their studies tend to employ surveys and interviews to understand the differences in emotions of cultural groups during certain experiences. Theories using affective analysis often state that the affective condition of an individual can explain that individual's actions in a certain scenario.
Cognitive theories in cross-cultural differences describe differences in thought patterns and cognitive skill between groups. This form of analysis makes heavy use of psychometric tests that assess psychometric constructs such as IQ, working memory and reaction time. Researchers exercising this form of analysis are mainly interested in the covert differences between cultural groups -- that is, those differences that cannot be directly observed and only exist in the mind. The theories of these researchers tend to explain differences in behavior, social status, relationship success and so on in terms of cognitive skill.
Sociological analysis is primarily qualitative. Though it is arguable that such forms of analysis and theory are subjective, sociological theories and analysis allow researchers to interpret cultural differences in common language. Many sociologists researching cultural differences investigate differences between cultures' literatures, interaction styles, family structures and social concepts. This form of analysis has the advantage of investigating objects that are difficult to investigate using the more psychological forms of analysis, such as the concept of "face" or the idea of masculinity. Sociologists use methods such as observations, focus groups and interviews to collect data for such analyses. The theories arriving from these analyses tend to focus on group or society differences rather than on the differences of individuals.