To counterbalance the predominantly verbal measures and psychometric orientation in cross-cultural psychology, this chapter proposes the concept of cultural experiment. It is a method of sampling normative behavioral scripts, exploring their inner structures of meaning, and finally designing reversals, with the expectation of disconfirmation as their ultimate validity test. Pictorial materials (videos) are the preferred methods in this approach as contextualized models of existing cultural arrangements or their modifications. Empirical evidence comes from five cross-cultural research projects spanned over 30 years. These experiments illustrate contrasts in psychological adaptation to congruent and incongruent scenarios. They provide answers when new cultural ways meet with resistance and when novelty is appreciated or tolerated. Three experiments focus on dynamics of gender role prescriptions from Polish and Scandinavian perspectives. Another study investigates person perception of culturally familiar and remote African actors. The last study explores tolerance priming through religious icons from in-group and out-group cultures.