Culture is a very complex phenomenon. It shapes our attitudes as individuals and reflects the level of education and social identity across countries. Anthropologists, sociologists, psychologists, and economists study culture as a driver for consumers attitudes and behavior from different perspectives and produce a variety of possible explanations on how consumers perceive value’s propositions offered on the market, what they consider important, and what are the grounds for commonalities and differences in their attitudes towards these propositions. Issues such as Identity, Otherness and the role of social
