Deepen your knowledge with these carefully selected journal articles that provide extra commentary and analysis on important topics.

Varman, Rohit, and Russell W. Belk. “Weaving a Web: Subaltern Consumers, Rising Consumer Culture, and Television.” Marketing Theory 8, no. 3 (September 2008): 227–52.

1. Do you think TV has an influence on your life? On the culture of your country? Why or why not? Explain your answers.
2. What is their definition of consumer culture?
3. After reading this article, do you believe TV has a negative impact on the culture of India? Why or why not?

Furrer, Olivier, Ben Shaw-Ching Liu, and D. Sudharshan. “The Relationships between Culture and Service Quality Perceptions: Basis for Cross-Cultural Market Segmentation and Resource Allocation.” Journal of Service Research 2, no. 4 (May 2000): 355–71.

1. What characteristics of services can create problems for globalization?
2. What are the three categories of services? Which category is the most difficult to introduce to new cultures?
3. How do the different dimensions of culture impact the evaluation of services?