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Multicultural Marketing

Multicultural Marketing
Understanding my new clients!

People have their own cultural values and norms, which influence the way they think, feel and act. People in a particular ethnic group tend to share the language, customs, values, and social views, and these influence people's cognitive (beliefs and motives), affective (emotion and attitude) and behavioral (purchase and consumption) processes. Based on this notion of "advertising as a mirror," cultural values and standards are implanted in ads in such a way that consumers can "see themselves" and identify with the characters in the ads and feel affinity with the brands.

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