Summary of The Culture Code
An Ingenious Way to Understand Why People Around the World Live and Buy as They Do
Copyright © 2006 by Clotaire Rapaille
Published by arrangement with Broadway Books, an imprint of The Crown Publishing Group, a division of Random House, Inc.
If you want to understand why a product sells or sinks, look at how well it fits the market’s existing cultural codes.
The core idea of this pleasant, accessible book is easy to grasp: Culturally specific codes shape people’s understandings, behaviors and emotional responses. French-born psychoanalyst and marketing maven Clotaire Rapaille brings a useful perspective shaped by his experiences as a U.S. immigrant to his discussion of what he calls “Culture Codes.” His methods for tapping into these codes are straightforward. However, some of his conclusions lead to fairly sweeping, general claims about overall national cultures. His explanations of coded cultural instincts and actions are still interesting, particularly when he delves specifically into American, French, English, German, Japanese and other societies. getAbstract suggests his book to those interested in cultural differences and those responsible for tailoring marketing concepts to reach specific national audiences around the world.
In this summary, you will learn
- What “Culture Codes” are
- How they shape people’s responses, associations and feelings
- How culture codes vary across nations
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