The term aesthetics is used to refer to the concepts of beauty and good taste. The phrase, "Beauty is in the eye of the beholder" is a very appropriate description for the differences in aesthetics that exist between cultures. For example, Americans believe that suntans are attractive, youthful, and healthy. However, the Japanese do not.
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Home » Core Concepts of Marketing » MARKETING IN GLOBAL MARKETS » THE INTERNATIONAL MARKETING ENVIRONMENT » The Social/Cultural Environment
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