How do global values influence consumption decisions?
In a global society, people are quick to borrow from other
cultures they admire. People all over the world begin to share the
ideal of a material lifestyle and value well known brands that
symbolize prosperity. Possessing certain products becomes a
mechanism to display one's status. As the global consumption ethic
spreads, rituals and product preferences in different cultures
become homogenized. In some circumstances in order to be more
successful, the product needs to be modified or the way it is
positioned in order to make it acceptable to local tastes. In other
cases, it is important to be aware of a culture's norms regarding
sensitive topics because what may be ok in one culture, may be like
a slap in the face to another.