... standards of one's own culture to evaluate others. For example, "Americans may perceive more traditional societies to be "backward" and "unmotivated" because they fail to adopt new technologies or social customs, seeking instead to preserve traditional values." If the Americans and the Japanese don't research the others culture before the meeting, self-reference may occur. High context/indirect vs. low context/direct is another important factor in this situation. High context/indirect means that most information is given in physical context or in person, but little in actual words. They don't necessarily say what's on their mind, but they suggest or imply certain things. Low context/direct means that most information is given through words. They tend to say things directly and in the open. "This is the case in the U.S.-if you have something on your mind, you are expected to say it directly, subject to some reasonable standards of diplomacy. In Japan, ...

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