When Does Culture Matter in Marketing?

When does culture influence consumer purchasing decisions? This is a complex and under-examined issue recently explored by Donnel Briley and Jennifer Aaker. Four experiments found that culture-based differences show up when information is processed in a cursory and spontaneous manner. But when there is time to deliberate more – by examining information on the Web, for instance – attempts by advertisers to rely on cultural factors tended not to be as successful.

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