Through careful studies conducted in the US, UK and East Asia, researchers came to the surprising conclusion that in many aspects, people from the "East" and people from the "West" think in diametrically opposite ways. Scientists determined that cultural differences trump theories that the brain's thought processes operate in much the same manner for all people. As cultures and economies become more interwoven, it is increasingly important to understand these differences and how they might affect communication and negotiations in both social and business settings.