Opening Vignette: McDonald's: A Strategy to Reflect Cultural Values

1. Culture Influences and Reflects Consumer Behavior
   1. Culture Influences and Reflects Marketing Strategies
   2. Cross-Cultural and Subcultural Influences
2. A Definition of Cultural Values
3. Characteristics of Cultural Values
4. Traditional American Values
   1. Materialism
   2. Individualism
   3. Youthfulness
   4. Work Ethic
   5. Other Core Values
5. Cross-Cultural Values
   1. Materialism
   2. Individualism
   3. Youthfulness
   4. Work Ethic
6. Identifying Cultural Values
   1. Ethnographic Studies
   2. Cultural Inventories
   3. Research Services
   4. Content Analysis
7. Linking Cultural Values to Consumer Behavior: The Means-Ends Chain
8. Underlying Theories
9. Laddering
10. The Cultural Meaning of Products
11. Role of Product Symbolism
12. Semiotics
13. Products as Myths and Fantasies
14. Culture and Consumption
    1. Consumption Rituals
    2. Sacred and Secular Consumption
15. Changes in Cultural Values in the United States and Abroad
    1. New Reality
    2. Youthfulness Rather than Youth
    3. Greater Traditionalism
    4. New Materialism
    5. Globalization of American Consumption Values
16. Societal Implications of Cultural Values