For Asians, they are influenced by the underlying culture, believe in the instinct of being good in their hearts, and tend to strive for the assurance of the greatest goodwill and correctness. Therefore, Asians acquiesce in favoring technical processing issues to make the greatest effort to implement decision-making to ensure that the affairs carried out can run accurately and without error. For Europeans, they make decisions based on objective logical reasoning, believing that affairs can be handled in accordance with the rules and regulations.

Such differences in decision-making methods often lead to differences in perceptions between the two sides. For example, the Asian Chamber of Commerce may think that the European Chamber of Commerce has not made the greatest effort to reason straightforwardly and objectively, while the European Chamber of Commerce thinks that the additional measures made by the Asian Chamber of Commerce are time-consuming and laborious, which are unable to achieve maximum utility. When communicating between the two parties, they should pay attention to the differences in decision-making methods due to cultural reasons, so as to avoid this divergence. Different ways of reacting to emotional expression

The culture that Asians live in is a high-context culture, which respects implicit expression and responds cautiously. In many high-context cultures, public expression of emotions is a sign of immaturity, and it can also humiliate the team. Therefore, the Asian Chamber of Commerce will pay great attention to the harmony between people in negotiations, the representative of the Asian Chamber of Commerce may attach great importance to friendship in group interactions and they tend to avoid conflicts.

The European Chamber of Commerce usually uses a low-context culture that directly expresses emotions as the underlying culture. Such cultural differences often make European representatives unable to understand the implicit expressions of Asia; while the Asian Chamber of Commerce cannot accept the straightforward expressions of Europe. Such disagreements can easily derail the reaction and acceptance of both sides in terms of emotional expression. When the two sides conduct cross-cultural business communication, they need to pay attention to this difference.

The values ​​in our culture often tell us how to judge the value of things. It implies a concept of relative value hierarchy. Different life experiences and similar interpretations of experience will affect the priorities of different people for affairs.

Europeans often regard the things they are facing as the core subject, and always lay the focus of negotiation on the affairs themselves, but Asians take the possible impact of things on surrounding things as their core considerations, because the original environment of their society is relatively turbulent, only after considering all the factors will it be conducive to the realization of the goal.

In the following, this article also lists in more detail the differences between Europe and Asia that the importance of various aspects of communication is different.

Europe’s view of relations is more objectively influenced by its cultural tacit understanding, and it is particular about not pursuing other interests beyond the agreed benefits. In their cooperation, although the current cooperation forms the basis of future cooperation, each cooperation is a new cooperation. In other words, the European Chamber of Commerce pays more attention to cost-effectiveness and cost-benefit. They stop losses in a timely manner so as to protect profits.

As for the Asian side, they are more inclined to seek a balance between current benefits, objective costs, future benefits and emotional relationships. The cultural tacit understanding in Asia is more inclined to establish a relationship framework first, and the specific action plan and content are randomly mastered. In other words, the Asian Chamber of Commerce respects the pursuit of results, gains, and cooperation. The Asian side greatly hopes to establish a long-term relationship that can be used in the future.

Therefore, in the process of negotiation, the different emphasis on the relationship will cause many problems: for example, Asia may be warmly entertained, and informal activities such as a sumptuous dinner and after-dinner free activities may be arranged, but this may make Europe feel procrastinated and uneasy about the slow pace.

Asians pay great attention to form when negotiating. They like to proceed step by step. These forms help Asians maintain harmonious interpersonal relationships and pave the way for smooth negotiations. Although these are actually too redundant for the European side, because in European culture, the form of informal communication is not so valued.

By: Demi Zhang