One difference between these cultures could be characterized using the Social Norms approach, researched by Clark and Mills, to define the rules of giving and receiving in different relationships. This is especially important when considering that collectivist cultures emphasize feelings of responsibility to others with no repayment expected. This contrasts with the more Western, individualized exchange relationship. This is characterized by the giving only to repay debts. Their applications to attraction deal with whether the cultural standard is to conform more to societal standards in order to further the communal relationship or to stand out in order to improve one's potential to be selected for an exchange-type relationship.
Research suggests that there is a great deal of significance placed upon physical attractiveness.
For example, there are many attributions made about a person's status based upon their level of attractiveness. This can be true cross-culturally as well. In some cases, however, attributions are replaced somewhat by more intentional displays. In some African tribes, the appearance of a woman can directly indicate such issues as marital status, age, background, and intent to marry. The woman's collar is an example of a Kenyan wedding collar.