Thais place great emphasis on politeness and respect for elders and those in authority. From an early age, they are taught to respect superiors, parents, teachers and the elderly. The emphasis in relationships is vertical rather than horizontal. In other words, Thais are concerned about fitting properly into society. Deference, avoidance of conflict and a desire to please people are all hallmarks of the Thai character. Therefore, when meeting people of higher status, it is wise to remember to address them politely and with respect. Remember to smile and "wai".