How does cultural globalization primarily influence consumer behavior in multinational markets?

Cultural globalization spreads shared symbols, tastes, and values across borders, making people in different countries think and act in similar ways. As brands travel worldwide, consumers begin to expect the same product styles, logos, and marketing messages, so they often choose items that fit a global image of modernity or prestige. This creates a demand for “universal” goods, like smartphones or fast‑food chains, that feel familiar regardless of local culture. For example, a Japanese consumer may buy a Western‑style coffee drink because the brand’s international advertising makes it feel trendy and socially accepted. Thus, globalization reshapes buying habits by aligning consumer preferences with a global, homogenized culture.