posit that members of collectivistic and individualistic cultures are characterized by distinctively different ways of processing information and constructing knowledge. For instance, in individualistic cultures (e.g. USA), individuals tend to see each
piece of information independent of its context, emphasize information in written and codified form and are more likely to accept such information. On the other hand, members of collectivistic cultures (e.g. China, Brazil and Russia) look for contextual cues in information and tend to disregard information in writing