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Abstract
Rhetorical sensitivity theory may provide a foundation to define intercultural communication effectiveness. This study, part of a systematic program of research, seeks to clarify the Thai communication behaviors associated with intercultural communication effectiveness. The fundamental interaction consciousness Thais exhibit, a condition compatible with rhetorical sensitivity, makes Thailand a laboratory for intercultural communication study. This study clarifies previous findings with respect to rhetorical sensitivity and willingness to communicate. The relatively low initial Thai willingness to communicate may be characteristic of rhetorical reflection employed early in a relationship to collect information upon which to build rhetorical sensitivity. Therefore, the study involves two hypotheses: Thais will display higher rhetorical reflector traits in short-term relationships than in long-term relationships; and, Thais will display higher rhetorical sensitivity in long-term relationships than in short-term relationships. Undergraduate students from Mahidol and Bangkok Universities in Thailand (N = 400) generated data using the THAIRHETSEN instrument. The results do not support the first hypothesis, but support the second hypothesis. Post hoc investigation of US American rhetorical sensitivity behavior displays a tendency for the development of noble self behavior as a relationship history evolves. The paper concludes with a description of the study's limitations and presents suggestions for additional research.