4. A THEORETICAL MODEL OD CULTURE’S INFLUENCE ON BEHAVIOR PERSONALITY TRAIT SUBCJECTIVE CULTURE Regional ehinic Religious Linguistic National Professional Organizational group Cognitive Belief Values Practices Attitude Social norms Behavioral intension Behavior

6. MOVEMENT OF CULTURE MEANING Culturally constituted world Advertising/fashion system Fashion sytem Consumer goods Possession goods Exchanges Ritual Grooming Ritual Divestment ritual Individual customer

7. GLOBAL BRAND POSITIONS ACROSS CULTURES Friendly Austria Denmark Germany Finland Sweden UK Norway Belgium Italy France Spain Netherlands PDI- UAI- UAI+ PDI+ Innovative Different Prestigious Turkey, Russia, Ukraine Switzerland Trustworthy

9. THIS AD USES THE SYMBOL OF A MAGNET TO EMPHASIZE ITS BENEFITS.

11. A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society. Content Analysis

12. A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness). Field Observation

14. Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.

17. Excerpt From The Rokeach Value Survey

18. THIS AD REFERENCES A TERMINAL VALUE.

21. AN ACHIEVEMENT-SUCCESS APPEAL

23. PROGRESS IS A WINNING APPEAL

24. AMERICAN CORE VALUE VALUE FEATURE RELEVANCE TO CONSUMER BEHAVIOR Achievement and success Activity Effiency and practicality Material comfart inidividualism Freedom External comfort External conformity Humanitarianism Youthfulness Fitteness and health