I call this the biological scheme. In addition, every culture has a cultural scheme that is an extension of the biological scheme. The biological scheme identifies a need, and the cultural scheme interprets it within the parameters of a particular culture. “Isomorphism,” a term borrowed from biology, chemistry, and mathematics, is commonly applied to the continuum between the biological scheme and the cultural scheme. For example, our human biological scheme dictates that our physical comfort peaks within a certain air temperature range. If the air is too hot, we become lethargic. If it is too cold, we run the risk of illness and, in the extreme, death. To address the heat issue, we developed air conditioning. Each culture, however, regards the use of air conditioning differently, depending on its cultural scheme. Americans consider air conditioning a necessity (virtually every car in America comes equipped with an air-conditioning system), while Europeans consider it a luxury (in the UK, air conditioning is not standard equipment even on a Rolls-Royce).
