Video

Tools for Understanding Consumer Culture

Sharon Shavitt, University of Illinois, Urbana-Champaign

This Marketing Science Intensive is for researchers and B2B and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. Sharon Shavitt, University of Illinois at Urbana-Champaign, presents research findings and insights to help marketers develop strategies that work in diverse cultures:

  • How can understanding global and regional cultural differences inform marketers' strategies?
  • What are the cultural background “clues” that can help marketers create more effective branding, brand extension, and pricing strategies?
  • What are the differences and commonalities in the value profiles of Eastern and Western consumers; specifically, what are the cultural core values that predict consumer motivation?

Sharon Shavitt is Walter H. Stellner Professor of Marketing, University of Illinois at Urbana-Champaign. She has published widely on cross-cultural factors affecting consumer persuasion, attitudinal and value judgments, and survey responding.  

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