Psychologist and marketing expert Clotaire Rapaille analyzes American culture to better understand how American consumers perceive different products and experiences.

The cultures we grow up in play an important role in how we perceive the world around us. Different cultures can have different understandings of food, work, money, and even sex.

Gilbert Clotaire Rapaille is a French psychologist, author, and founder and CEO of marketing consulting firm, Archetype Discoveries Worldwide.

Drawing from psychology and cultural anthropology, Rapaille discovered that our various cultural frameworks have a profound influence on our buying habits.

In the Culture Code, Rapaille explains how knowledge of a culture's archetypes, or codes, can be utilized to introduce products to new markets, with a particular focus on the American consumer.