The book review discusses the importance of understanding cultural influences on consumer behavior and marketing strategies, particularly in a global context. It challenges the naive assumption that producers and consumers have different rationalities, emphasizing that consumer behavior is deeply rooted in cultural values and beliefs. The review highlights the paradox of "thinking global, acting local," where while technology and media converge globally, consumer desires and behaviors remain diverse and influenced by local cultures. The book explores how values, both macro-level (cultural) and micro-level (individual), shape consumer choices and how these values can be both desirable and desired, leading to paradoxical outcomes. It also examines how advertising appeals to societal needs and how cultural shifts, such as the increasing use of technology and the changing dynamics between generations, are reflected in marketing strategies. The review concludes by noting the book's value for marketers, researchers, and practitioners interested in understanding and addressing cultural influences in their work.The book review discusses the importance of understanding cultural influences on consumer behavior and marketing strategies, particularly in a global context. It challenges the naive assumption that producers and consumers have different rationalities, emphasizing that consumer behavior is deeply rooted in cultural values and beliefs. The review highlights the paradox of "thinking global, acting local," where while technology and media converge globally, consumer desires and behaviors remain diverse and influenced by local cultures. The book explores how values, both macro-level (cultural) and micro-level (individual), shape consumer choices and how these values can be both desirable and desired, leading to paradoxical outcomes. It also examines how advertising appeals to societal needs and how cultural shifts, such as the increasing use of technology and the changing dynamics between generations, are reflected in marketing strategies. The review concludes by noting the book's value for marketers, researchers, and practitioners interested in understanding and addressing cultural influences in their work.