What are the most relevant cultural values affecting the consumption of each of the following? Describe how and why these values are particularly important. a. Internet b. Video games/consoles c. Milk d. Fast food e. Luxury cars f. Cell phones

a. Internet - Connectivity and globalization are the values behind the consumption of Internet. The omnipresence of instant communication and responsiveness are the main reason why Internet is so ubiquitous nowadays. Everyone has cognitive and informative needs that need to be satisfied by using the Internet.

b. Video games/consoles - A sense of belonging to a special community and peer influence are values which mostly influence the consumption video games. Young people (the main users of these products) are under the pressure to be involved in online video game communities. Also, there is the presence of immersion in a different, virtual world.

c. Milk - Being and essential FMCG good, milk consumption is stimulated by traditional values, as most of us associate milk with something that has been a staple in the fridge since childhood. Also, the well-being value is what drives milk consumption, as it boasts several health benefits which most of us are aware of.

d. Fast food - Convenience is something that mostly stimulates the consumption of fast food. All of us know it is not healthy, however, we opt for this option when we run out of time to have a proper meal. Also, we may be triggered by the choices of our peers and family, which brings in the society cultural element.

e. Luxury cars - The value of prestige and cultural status is what makes us buy luxury cars and several other luxury items. Although it provides the same essential value as a usual car (in the sense of the need for transportation), a luxury car is a status symbol which signifies our wealth.

f. Cell phones - The feeling for connectivity, integration with the society and other cultural values similar to the ones which drive Internet consumption are present as the motivators for cell phone consumption too. Everyone has one, and even if we do not feel the actual need to possess one (which is rare, since they are very addictive), we are tempted by their omnipresence in our environment.