Values are a broad tendency to prefer certain states of affairs over others. - Geert Hofstede

Individualism denotes the relationship between the individual and the collectivity which prevails in a given society.

Cross-cultural studies presuppose a systems approach, by which I mean that any element of the total system called ``culture’’ should be eligible for analysis, regardless of the discipline that usually deals with such elements. At the level of (national) cultures, these are phenomena on all levels: individuals, groups, organizations, or society as a whole may be relevant. There is no excuse for overlooking any vital factor because it is usually treated in someone else’s department at the university.

In most collectivist cultures, direct confrontation of another person is considered rude and undesirable. The word no is seldom used, because saying “no” is a confrontation; “you may be right” and “we will think about it” are examples of polite ways of turning down a request. In the same vein, the word yes should not necessarily be inferred as an approval, since it is used to maintain the line of communication: “yes, I heard you” is the meaning it has in Japan.