CULTURALCROSS-CULTURAL

AND

I N F L U E N C E S

ALEXA ARABEJOBroadcast Audience Studies

The meanings that are shared by most people in a social group.

SOCIAL CLASSES

beliefs, attitudes, goals, values behavior, customs, norms social and physical environment

the cultural meaning of concepts.

The goal is to

beliefs, attitudes, goals, values behavior, customs, norms

social and physical environment

Emotional Responses Cognitions

Behaviors

ETHNOGRAPHIC FIELDWORK

 

MEASURES

seek to acquire cultural meanings in products in order to

a desirable personal identity or self-concept.

Is seen as a FUNNEL through which cultural meaning is poured into consumer goods.

1.  Defined Culture 2.  Content of Culture 3.  Culture and the Consumers 4.  Defined Cross-Cultural 5.  International Marketing Strategies