Considering Tomalin and Stempleski's (1993) diagram showing three elements of culture, i.e., products, ideas, and behaviors and Gary Weaver's(1986) Iceberg, Big"C" and small"c" culture, one might understand why many Thai people have taken the explicit Big"C" including"products and behaviors," as representing"the whole culture" and subsequently ignoring the implicit small"c" or "ideas.