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in his book The Cultural Code talks about how different people think and how they
inpact our decision making beyond our logic. The books talks about presuppositions
and create fresh perspective on the decision making. His main argument is that
emotions strongly influence the decision making, over and above the logic of our
mind. We might do or say whatever we like but the influence is stated by the
emotional influences scripted upon us since we were kids. This emotional influences
results in cultural emotions or what the author terms as Cultural Code which
influences our decision making and it has strong implications in all the walk of life
and major in the area of marketing and politics .
French: Pleasure
Japanese: Functional
USA: Manipulation (Eg. LOreal lipstick advertisement made women feel confident about
themselves rather than being seductive)