A methodological approach to analyze cultural values more specifically has been presented by McCann, Honeycutt & Keaton (2010). By applying the more refined terms of horizontal and vertical collectivism and individualism, their study reveals that that previous assumptions about Thai culture as being highly vertically collectivist seem to be unfounded although the authors point out critically that the current tools of measuring cultural value dimensions may still not fully capture contextual issues as well as in-group comparisons (McCann, Honeycutt & Keaton, pp. 169). The authors also mention a potential intra-societal conflict emerging between horizontal-egalitarian and vertical-hierarchical collectivism in Thailand.