Biology, Culture, and Archetypes
What’s the Story?
Once upon a time, race and ethnicity were used as synonyms. It was important to define and explain both concepts and present cultural archetypes and emotions (transmitted by stories) as the engines that trigger interest and engagement from consumers. We introduce the concept of ethnocentrism and its fundamental role in accepting or rejecting foreign brands and people according to the subjective perception of reality and stereotypes.
There has been considerable confusion between terms that have been assimilated to each other in the popular language, but are fundamentally different in their definitions and quite independent of one another. Although this might look like something without ...
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