The third dimension of personal interaction defined by Parsons is the affective versus neutral tendency. Here is where one observes the degree to which individuals from different culture express their emotions. People from affective cultures like Brazil tend to show their emotions, whereas someone from a neutral one like the U.K will appear more reserved and refrain from demonstrating emotion or feelings. This style of interrelating is reflected in the way people communicate their opinions and feelings through verbal and non-verbal communication. Verbal communication includes the tone of voice and the choice of lexicon used. Non-verbal examples include such things as eye contact, touching, and personal space. These interpersonal elements of interaction are important in terms of doing international business on the most basic level since they can build or deter trust, understanding, and likeability of clients. If business people are aware of these subtle differences it can help them avoid embarrassing themselves or offending someone.