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Bridging The Culture Chasm: Ensuring That Consumers Are Healthy, Wealthy And Wise, Donnel A. Briley, Jennifer L. Aaker

Donnel A Briley

This article pulls together streams of culture-related research found in information-processing and behavioral decision theory literature, and it complements them with a focus on motivations and goals. The authors propose a framework that suggests that (1) the treatment of culture is useful when it incorporates subcultures, including those defined by nationality, ethnicity, religious affiliation, and neighborhood or local surroundings; (2) goals are determined by both cultural background and situational forces; and (3) through its impact on goals, culture influences the inputs used to make a decision, the types of options preferred, and the timing of decisions. The authors highlight the …