| Bemerkung |
Dozent: Brian Gillespie
Beschreibung:
The objectives of this course are to expose students to and help them master an understanding of:
- The framework of consumer culture, including an understanding of the motivational profiles of horizontal and vertical individualist and collectivist cultures
- The mechanisms through which culture influences consumers, including cognitive, affective, and conative processes and responses and the impact of culture on consumer needs, the buying process, purchase motivations, and decision-making processes
- The process through which understanding different cultures can be leveraged for effective global market strategies
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