are symbols created by human and what is acceptable from generation to generation as a set and control the behavior of people in society. And preferences Society is different from other social culture is also customized to the needs of individuals, which the seller must consider the cultural change. And apply those changes Used to determine the marketing program.
This intended to analyze differences in the level of perception -of general population participants- in regards to leaders with diverse socio-cultural characteristics (gender, sexual orientation, religious affiliation, nationality) and also verify by means of structural equations, the influence of intergroup anxiety and the cultural sensitivity in terms of the level of effectiveness perception.