AMERICANS and Europeans stand out from the rest of the world for our sense of ourselves as individuals. We like to think of ourselves as unique, autonomous, self-motivated, self-made. As the anthropologist Clifford Geertz observed, this is a peculiar idea.

People in the rest of the world are more likely to understand themselves as interwoven with other people — as interdependent, not independent. In such social worlds, your goal is to fit in and adjust yourself to others, not to stand out. People imagine themselves as part of a larger whole — threads in a web, not lone horsemen on the frontier. In America, we say that the squeaky wheel gets the grease. In Japan, people say that the nail that stands up gets hammered down.

These are broad brush strokes, but the research demonstrating the differences is remarkably robust and it shows that they have far-reaching consequences. The social psychologist Richard E. Nisbett and his colleagues found that these different orientations toward independence and interdependence affected cognitive processing. For example, Americans are more likely to ignore the context, and Asians to attend to it. Show an image of a large fish swimming among other fish and seaweed fronds, and the Americans will remember the single central fish first. That’s what sticks in their minds. Japanese viewers will begin their recall with the background. They’ll also remember more about the seaweed and other objects in the scene.

More: http://www.nytimes.com/2014/12/04/opinion/why-are-some-cultures-more-individualistic-than-others.html

Not Thailand specific