ABSTRACT
Every year, multinational companies spend billions of dollars in marketing their products around the world. Some of this money is wasted or, worse, actually damages the marketer’s reputation through cultural or linguistic faux pas (e.g., Ricks, 1983). As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market e ectively to consumers who have di erent cultural values has never been more acute. us, it is no surprise that in the last ten to 15 to 20 years, culture has rapidly emerged as a central focus of research in consumer psychology.
