Valuing communal solidarity, people in collectivist cultures place a premium on preserving group spirit and making sure others never lose face. What people say reflects not only what they feel (their inner attitudes) but what they presume others feel (Kashima et al., 1992). Avoiding direct confrontation, blunt honesty, and uncomfortable topics, people often defer to others' wishes and display a polite, self-effacing humility (Markus & Kitayama, 1991). In new groups, they may be shy and more easily embarrassed than their individualist counterparts (Singelis et al., 1995, 1999). Compared with Westerners, people in Japanese and Chinese cultures, for example, exhibit greater shyness toward strangers and greater concern for social harmony and loyalty (Bond, 1988; Cheek & Melchior, 1990; Triandis, 1994). Elders and superiors receive respect, and duty to family may trump personal career preferences. When the priority is "we," not "me," that individualized latté—"decaf, single shot, skinny, extra hot"—that feels so good to a North American in a coffee shop might sound more like a selfish demand in Seoul (Kim & Markus, 1999).