Categories of cultural variation

Research output: Chapter in Book/Report/Conference proceedingChapter


A global marketer is preparing to launch a marketing communications campaign across numerous countries. Should they run the same campaign across culturally or ethnically distinct customer segments, or capitalize on economies of scale by running the same campaign globally? The question at the heart of this business decision: Do consumers who have different cultural values respond to ad messages in similar ways? In the last several years, culture has emerged as a central focus of research in consumer behavior. A large body of social psychological research on culture has provided a strong theoretical foundation for this work. Thus, we now have extensive research to help marketers to resolve the globalization versus localization debate and make informed decisions about attitudes and persuasion across cultures.
Original languageEnglish (US)
Title of host publicationHandbook of Culture and Consumer Behavior
PublisherOxford University Press
StatePublished - 2015

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    Shavitt, S., & Koo, M. (2015). Categories of cultural variation. In Handbook of Culture and Consumer Behavior Oxford University Press.