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How do global values influence consumption decisions?

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2008-12-02 04:49:58

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.


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