Another cultural difference has to do with the much greater emphasis that Chinese people have traditionally placed on【1】， on form. (as distant from content), and on being polite. Americans, in contrast, in their daily interaction, do not often talk or think about【2】face, gaining face, or giving face. Americans are concerned about reputations and they do think about 'looking good' and making others 'looking good.'【3】, in daily interaction they tend to focus more on the substance (content) of the interaction and not on whether or not a particular action will result in someone losing or gaining face. Such issues as【4】status, which are important in Chinese【5】of face, are less important to American and less likely to enter their minds when thinking aboutsubstantive matters. Similarly, Americans are not so concerned about form.【6】their great emphasis on diversity, Americans expect that people will interact in a great【7】of ways; they want to be treated courteously,【8】they have never had such firmly accepted codes or 'rules' for 'right behavior,' (or standard or proper behavior) as has been customary in China. Americans appreciate people who are【9】, but they also have different expectations【10】politeness than have been typical in China. For Americans, especially in a medical or academic setting, politeness alone is not enough. Even on a first meeting, Americans seek substance. (1)