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Such identifiers can result from various conditions including: location, gender, race, history, nationality, language, sexuality, religious beliefs, ethnicity, aesthetics, and even food. In places like the U.S. and Canada, where the people are ethnically diverse, social unity is primarily based on common social values and beliefs.
Cultural identity can be expressed through certain styles of clothing or other aesthetic markers. Cultural identity is a part of a person's identity, or their self-conception and self-perception, and is related to nationality, ethnicity, religion, social class, generation, locality, gender, or any kind of social group that has its own distinct culture.
Values relate to the norms of a culture, but they are more global and intellectual than norms. Norms provide rules for behavior in specific situations, while values identify what should be judged as good or evil. While norms are standards, patterns, rules and guides of expected behavior, values are abstract concepts of what is important and ...
These principles are based upon normative rules, values and needs of individuals, understanding ethics within cultural communication and overcoming pre-existing cultural assumptions towards one another. For these purposes, culture is a shared system of symbols, beliefs, attitudes, values, expectations, and norms of behaviour. [3]
Identity is the set of qualities, beliefs, personality traits, appearance, and/or expressions that characterize a person or a group. [1] [2] [3] [4]Identity emerges during childhood as children start to comprehend their self-concept, and it remains a consistent aspect throughout different stages of life.
Moreover, in the case that a choice and a value are intervened, people tend to pick the choice that aligns more with their own values. Therefore, models such as the theory of basic human values could be seen as increasingly important for international marketing campaigns, as they can help to understand values and how values vary between cultures.
Self-authorship encourages development of beliefs based on one’s own choices rather than simply imitating the beliefs/values of those around them. These original beliefs then serve as the foundation and standard to which the individual’s thoughts and actions are held.
Western cultures place particular importance on personal independence and on the expression of one's own attributes [53] (i.e. the self is more important than the group). This is not to say those in an independent culture do not identify and support their society or culture, there is simply a different type of relationship. [54]