 A key aspect of the culture of honor is the importance placed on the insult and the necessity to respond to it. An insult implies that the target is weak enough to be bullied. Since a reputation for strength is of the essence in the culture of honor, the individual who insults someone must be forced to retract; if the instigator refuses, he must be punished—with violence or even death. (Nisbett &amp; Cohen 1996: 5)