This document discusses how culture impacts consumer behavior. It defines culture as the learned beliefs, values, and customs that guide a society's consumption attitudes and behaviors. Culture acts as an "invisible hand" that influences perceptions and satisfies needs through norms learned via language, symbols, and rituals. While static in some ways, culture also evolves dynamically based on changing technologies, values, and customs exchanged between societies. Marketers analyze culture using content analysis of communications and fieldwork to understand prevailing values and how consumers enact cultural rituals. Surveys also measure individuals' held values to aid marketer's cultural understanding of consumers.