Research has shown major cultural differences between East and West that are important for Westem business people trying to do business in the East Psychologists have shown that Eastem and Western cultures can vary significantly in terms of perception, logic, and how they see the world around them. Apparently, Western people focus more on detail while Eastern people tend to look at things as a whole. For example, when asked to look at a picture of a tiger in a forest American students focused on the tiger while Chinese students focused more on the background, ie. the context the tiger was in. (ซี)