As a nation we support and promote the concept of a national culture by building museums and monuments to preserve the legacies of important events and people. Rightly or wrongly, we tend to generalize about cultures. Subcultures can differ from the dominant culture in language, race, lifestyle, values, attitudes, or other characteristics. Subcultures can also extend beyond national borders-e.g., Arab culture, Jewish culture, and Chinese culture. Major blunders can result from selecting inappropriate colors for advertising, product packaging, and even work uniforms in certain countries.
Values are ideas, beliefs, and customs to which people are emotionally attached.
Values are important to business as they affect a people's work ethic and desire for material possessions. Attitudes are positive or negative evaluations, feelings, and tendencies that individuals harbor toward objects or concepts. Attitudes toward Work Work attitudes are influenced by feelings about such related factors as salary, workplace relations, and the tradeoff between family and career. In southern France the lifestyle is slower-paced whereas it is much faster paced in the United States. A cultural trait is anything that represents a culture's way of life including gestures, material objects, traditions, and concepts.