The entire field is murky because it's very hard to scientifically measure human psychology and behavior, and the tools of the trade seem almost laughably simplistic (like the aforementioned 5 point rating questionnaires). So our body of knowledge doesn't even reliably describe WEIRD people. Rather its a crude proxy, that just might contain some elements of truth warranting further investigation.
But better crude tools than no tools, and better locally available subjects than no subjects (because most studies don't have the budget to go to Zambia). Similarly in other fields, research is done on rats pigs and monkeys with conclusions drawn to humans. Obviously not perfect, but again it's at best a starting point for later studies.
I think the real problem is the over-zealous interpretation of study results as "truth".