“As Western consumer culture, with its seemingly endless choices, proliferates around the world, will the cultural view on choice change?
In India, studies found that even while young college students become megaconsumers, that picking clothes or music without consideration for what their parents might think is not considered particularly moral, says Markus. In Japan, advertisements explicitly encourage individuals to “follow the trend” and “fit in.” Similarly, in Korea, ads for food products advertise that “You might be able to make a dish almost as good as your mother-in-law’s” — because the ability to uphold tradition is most valued in driving personal choices, not innovation or individuality.
Still, as countries become more urban, more people will be exposed to diversity and, generally, open themselves up to reflection. Likewise, as more people around the world are educated — and educated in a Western style — the more they will come into contact with different ways of living and the more they will see and deliberate on choices in their own life. The digital revolution vastly accelerates the process.”