Consumers from Different Cultures

Carlos J. Torelli

Chapter Chapter 3 in Globalization, Culture, and Branding, 2013, pp 61-78 from Palgrave Macmillan

Abstract: Abstract Meet John, a stockbroker from New York, the United States. He starts the morning grabbing a skinny cinnamon dolce latte, his favorite drink, made to perfection (using soy milk, light foam, extra hot, and with an extra kick of espresso) by Celeste at the nearby Starbucks. John is looking forward to another exciting day at work that will get him closer to his dream of becoming office manager. He is well ahead of his peers in terms of the dollar amount of assets under management, and he wants to make sure that this statistic is noticed in today’s monthly staff meeting. John has prepared a speech to showcase his achievements during the last month. He plans to discuss in detail the actions that he undertook in order to land some key accounts during the month. This will give him the opportunity to stress his superior selling skills, something critical for his dream job as an office manager. On his way to work, John notices a billboard for the new Cadillac ATS, “Built to Be the World’s Best,” which reminds him to stop by the nearby Cadillac dealer to check this attractive new model.

Keywords: Individualistic Culture; Parent Brand; Focal Fish; Filing Cabinet; Focal Object (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33195-3_3

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DOI: 10.1057/9781137331953_3

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