ABSTRACT
Chapters 4 and 5 discuss conceptual differences between the two broad groups of cultures commonly referred to as Eastern and Western cultures. Chapter 4 first discusses the mental models and thinking pattern differences between the two. It sheds light on the differences in psychological processes, philosophical traditions, thinking styles, self-construal, perceptions of morality, and tolerance for ambiguity. The chapter also discusses the influence of these differences on processing of stimuli and the preferred information framing patterns. A case-in- point example is a Chinese etymological explanation of a paradox concept, and the mini-case included in Chapter 4 is social media communications in China using the case of WeChat.
