Values

The role of values in society is to dictate [blank] is acceptable or unacceptable. Values are part of the societal fabric of a culture, and they can also be expressed individually, [blank] from the influence of family, education, moral, and religious beliefs. Values are also learned through experiences. Not surprisingly, values can influence consumer perceptions and purchasing behavior. For example, consumers in [blank] countries, such as the United States, tend to be individualistic and [blank] many purchasing decisions based on their own personal preferences. In other countries, such as Japan, the well-being of the group is more highly valued, and buying decisions are more influenced by the well-being of the group, such as the family. Based on these differences in values, it is not surprising that ads [blank] individuals tend to do better in countries where individualism is an important value, and ads featuring groups do better in countries where the group's well-being is a higher value.