Thailand
Thailand ranks 20 in this chart, which means that Thailand is very collectivistic society. The sense of collectivism in Thailand is about the commitment to family as family is the center institution of all Thai people (Hofstede, n.d.). It affects towards Thai people attitudes to be in groups to feel protected. Thai people are concerned about the relationship among others. They avoid making others lose faces because they think it might affect in the long-term relationship. Also, the concept of helping others makes Thai become collectivistic referring to the patronage system; they help each other to achieve their goals and objectives (Streckfuss, 2009). In other words, when he or she helps me, I will repay by helping them back. The relationship among people in their own groups is stronger than people outside their groups. Because Thai people are taught to help others and concern others’ feelings, it always makes them think for others rather than themselves. That is why the word “Kum Lung Jai” or “moral support” from the group members is important because it encourages Thai people to make them confident in themselves and do their bests (Burn &Thongprasert, 2005).