Exploring the Influence of Culture on Consumer Behavior

The chapter discusses the impact of culture on consumer behavior, exploring how our self-identification with cultural norms affects various aspects of social life. The speakers also highlight the drivers of culture and significant changes in American culture, including the role of social media and the formation of network communities. Additionally, the chapter delves into the intersection between culture and shareholder value, emphasizing the opportunities for brand growth in building brands based on cultural characteristics.