Experts talk about 'high-context' and 'low-context' cultures in which speakers rely on differing levels of background knowledge to assist in communication. Generally North Americans are thought of as being more low-context. That is to say, they do not depend on stored background information, but more on the actual words that are spoken or written. Latin Americans are usually identified as being more high-context, meaning that they depend more on background information. When North Americans say 'I don't know' the focus is usually on the information. They are merely stating that they do not have the information. For Latin Americans it is more difficult to say 'I don't know' because there is more at stake than just the information. As Rossana Montalto describes it, "Latin Americans concentrate more on the person." As such, it is not just the information that is important, but there is a sense of obligation to help the person. Juan Martín provides an excellent example of a person who, when asked for information, will go out of his or her way to ask others or even stop taxi drivers on the street to illicit additional assistance. Why would they do that? In some ways it is because subconsciously they are creating additional context with the person who needs help, just in case they need to interact in the future.