ABSTRACT
This chapter expands on the conceptual East–West differences discussed in Chapter 4. The first part of the chapter focuses on different approaches to communication between the two, and it discusses the concept of intercultural communication competence from the perspective of Western communication theories as well as through the Eastern theory lens. In the second part, the focus is on the influence of religious beliefs and religious conditioning on consumption preferences. Both the similarities as well as the differences among the world’s five main religions are illustrated. The case-in-point examples included in this chapter are Sulwhasoo branding, modest fashion, and Islamic art. The mini-case included in Chapter 5 is Islamic finance.
