Culture clash: globalization does not imply homogenization

The culture in which we live shapes our view of the world around us, which in turn influences our decisions, including those about which brands to buy.

Culture Clash: Globalization Does Not Imply Homogenization

Nigel Hollis

Culture — the history, beliefs, customs, habits and values of a group of people — determines the way we respond to the world around us. Both nature and nurture play a role in ensuring that local culture has a continued influence on our lives. Our genes ensure continuity of physical and personality traits across generations within an ethnic group, while culture — our experience of the society into which we are born — shapes our minds, our values and our priorities. Culture determines our taste for food and aesthetic preferences and...

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