CULTURAL

CROSS-CULTURAL
I N F L U E N C E S

AND

Broadcast Audience Studies

ALEXA ARABEJO

The meanings that are shared by most people in a social group.

SOCIAL
CLASSES

beliefs, attitudes, goals, values behavior, customs, norms social and physical environment

The goal is to the cultural meaning of concepts.

beliefs, attitudes, goals, values behavior, customs, norms social and physical environment

Emotional Responses Cognitions Behaviors

ETHNOGRAPHIC
FIELDWORK

MEASURES

seek to acquire cultural meanings in products in order to a desirable personal identity or self-concept.

Is seen as a FUNNEL through which cultural meaning is poured into consumer goods.

1. Defined Culture 2. Content of Culture 3. Culture and the Consumers 4. Defined Cross-Cultural 5. International Marketing Strategies