Business Commons^™

Meanings Transferred Through The Consumption Of Jewelry In Romania, Meagan Call

Undergraduate Honors Capstone Projects

In the past decade, there has been a vast expansion and globalization of markets. This "globalization demands that consumer researchers have experience and knowledge about individual countries and international conditions" (Arnould et al, 2002). The globalization of consumer research "demands that...researchers have experience and knowledge about individual countries and international conditions...meaningful synthesis and comparison demands not just proficiency in statistical methods and languages but insights into cultural differences" (Arnould et al, 2002). What is important for marketers to understand is the relationship between culture and product meanings. One important area of meanings involves personal meanings such as those high involvement …