IM on cultural meanings.  Click on image for a synopsis.
image-662779-IMG_20150717_144059.w640.jpg
Not all cultural meanings are created equal.
image-650318-IMG_20160501_154451.w640.jpg
Cultural meanings are fluid and constantly in motion.
image-651346-santa_monica.w640.jpg
Cultural meanings are constructed by people within a social group to build a sense of belonging.
image-553230-Shopper_Journey.w640.jpg
Consumers select products as a way to acquire cultural meanings and establish self-identities.
image-667226-30458388.jpg
Cultural meanings are not equally defined from one group to another.
image-552903-39219031.jpg
Group members in individualistic societies transfer meaning onto products to find self-realization.
image-553227-grocery_store_multicultural.jpg
Group members in collective societies transfer meaning onto products to build relationships with brands.
image-665542-43257401.jpg
Cultural meanings in consumers are transferred to physical environments through people's social behavior.