“…The concept of high versus low context has been shown to be quite useful, especially for cross-cultural communication studies (Gudykunst & Nishida, 1986;Okabe, 1983), and conflict-resolution studies (Chua & Gudykunst, 1987). Though few cross-cultural marketing studies have directly dealt with the highversus low-context concept, many have drawn upon aspects of the concept, such as face saving 1 and group orientation (Tse, Lee, Vertinsky, & Wehrung, 1988;Vanhonacker, 1988), and cross-cultural negotiations (Graham, Kim, Lin, & Robinson 1988). However, most of the past studies have tended to simply categorize subject cultures as either high-or low-context cultures solely based on Hall's descriptions and attribute observed differences in dimensions of interest to the contextual tendencies of the cultures.…”