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Cultural Code: How We Live, What We Buy, and Why

6.99 €
Out of stock
Cultural Code: How We Live, What We Buy, and Why
6.99 €
Why do American jeep headlights have to be round? Why is the idea of making cheese from pasteurized milk doomed to failure in France? Why should advertising for the same product be different in America, Germany, or France?

Because the perception of any thing, phenomenon or concept - be it a car, food, relationships between people or even a country itself - goes back to the earliest childhood impressions and is stored in the deepest part of the brain, which is responsible for survival.

The secret meaning of the formed images is different in each culture. It is a kind of a lock, and it is opened with the help of a cipher - a cultural code. The study of cultural codes led psychologist Clotaire Rapaille into the world of business, where his knowledge has brought great practical benefits.

The world's leading companies use Rapaille's ideas when developing products and planning advertising campaigns.
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