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Culture Code

3.93  ·  Rating details ·  2,456 Ratings  ·  258 Reviews
Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.
In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundb
ebook, 272 pages
Published June 6th 2006 by Broadway Books (first published January 1st 2006)
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Largely absurd and often borderline evil, this is the tale of one incredibly smart man stealing our memories in order to sell us things we don't need.

In one passage, Rapaille declares that since the moon reflects the light of the sun, and the French word for moon is feminine while the word for sun is masculine, the French consider men to be shining and brilliant and women a mere reflection of that. Nevermind that the French language was invented before knowledge of the moon's reflective propert
Feb 01, 2015 rated it really liked it  ·  review of another edition
This is by far one of the most fascinating books I've read in quite a while, started out strong made me go WOW while I was reading the introduction. Actually I've already read it last year but I didn't finish it. So I decided that I would start reading it all over again this year and yeah I did. FEELING ACCOMPLISHED :D.
Anyway. First off, the most parts was about American culture so I don't know I found it weird and funny in some points I mean some of his codes doesn't make sense to me and the r
Uwe Hook
Aug 04, 2013 rated it it was amazing  ·  review of another edition
This is one of the more fascinating books I've read in quite a while. The author claims that subconscious links created socially" and nationally dictate the meanings of various things. For example, French people form an early Association with alcohol which links drinking with a social family atmosphere, because French children are often given a small amount of wine to drink by their parents at an early age. Americans on the other hand, are not allowed to drink until age 21, and therefore the ass ...more
Thao Nguyen
Đọc lần 2 vẫn cảm thấy thích thú với quyển này.

Tự nhiên đang làm dự án bằng phương pháp focus group, đọc lại nghiệm ra được nhiều điều hơn. Market researchkhông còn là group discussion hay panel interview như những thứ được học ở trường, mà nó đã nâng lên tầm của tâm lý học.

Tự nhiên thấm thía hơn về mấy lúc depth interview, mấy bạn moderators xịn quá, dẫn dắt người ta hồi tưởng bằng hình ảnh, âm thanh, câu chuyện để đánh thức vùng uncounsious, rồi tìm ra những cảm xúc, dấu ấn sâu nhất về trải n
Jan 29, 2009 rated it it was amazing  ·  review of another edition
This intriguing book by Clotaire Rapaille posits an interesting premise; that very often we prefer or purchase things for reasons not apparent to our rational minds. OK, actually we all kind of know that, but his analysis and findings are revealing. His background as a psychoanalyst in Paris working with autistic children turned out to be a goldmine when he developed a clientele of Fortune 500 companies. His skills were ideal for getting past the answers from the conscious mind ("alibis", which ...more
Nguyễn Đình Giang
Đã lâu lắm rồi không có một quyển sách truyền cảm hứng mạnh mẽ cho mình như cuốn sách này. Nó đúng chất là một quyển sách dành cho những ai yêu marketing, yêu "đào sâu", yêu những "essence", bản chất, cốt lõi của vạn vật xung quanh mình, yêu việc tìm hiểu bản chất của thế giới.
>> "What does it mean with consumers? How they feel about it? What does it stand for?"...
Đọc quyển sách mà như ngao du vào một thế giới marketing, nơi mà vẻ đẹp của "truth", của "insight", của "conceptualize thinkin
Vinod Peris
Jan 30, 2012 rated it it was amazing  ·  review of another edition
I have recently read a couple of books that attempt to explain macro phenomenon by looking through the lens of the culture of its people. "Boomerang" by Michael Lewis explains the financial crisis that is unfolding in many European countries and ties it to the cultural traits of their inhabitants. Rapaille on the other hand has written an entire book on interpreting the code for American culture and he brings this out by contrasting it with the culture of other countries, most notably France, wh ...more
Brad West
Jan 17, 2014 rated it did not like it  ·  review of another edition
I had high hopes for this book, and while the first few chapters were interesting, I put the book down about half way and couldn't force myself to pick it up again. If you're looking for something on why people think the way they do I'd recommend The Geography of Thought: How Asians and Westerners Think Differently... and Why or perhaps Through the Language Glass: Why the World Looks Different in Other Languages
This book is brilliantly evil. The author, in real life, found ways to sell chocolate to the kids in Japan when kids didn't even like chocolate. He seeks to reveal the code of what different culture really think about when they are presented with an idea. He covers presidents, sex, cars, etc. The logic isn't compelling but the results are stunning.
Олена Осіпова
Книжка більше зацікавить тих, хто має відношення до реклами та просування товарів. Для таких дилетантів як я - таке собі чтиво.
Простіше сказати, що в книзі не сподобалось. По-перше, вона надзвичайно американська. В моїй системі позначень це розшифровується наступним чином: автор починає главу певним твердженням, протягом всієї глави розповідає, як він до цього твердження дійшов, а на прикінці вас чекає ще пара абзаців того самого твердження. Таке собі потрійне повторення одного й того ж самого.
Nam Pham
There are two key concepts: code and alibi. I'm not sure if these are all new or just different names to similar concepts (say... relevancy? truth? reason-to-believe? insert more advertising terminologies here). But, it would be much more interesting if there are more information on how he conducted his focus groups. We probably understand the destination but getting there is an entirely different subject matter.

Also that analysis on the code of American president is hauntingly true..
Jun 12, 2017 rated it it was amazing  ·  review of another edition
Interesting book. Interesting how different cultures have meaning and understanding to different things. Would recommend to read it to anyone.
Apr 25, 2017 rated it it was amazing  ·  review of another edition
Interesting idea propelling the book very well. Maybe some Codes are questionable, but generally matches my international experiences. Could have been a bit more concise, but has its charm.
Rapaille argues that America, and by extension, our culture is an adolescent nation. Not only in age, but also in the things we love - fast food, blue jeans, loud and violent movies, Coca Cola, Nike, etc. The author argues that it also explains our fascination with celebrities and the adolscent mistakes they always seem to be making. America is a nation of extremes - rich vs. poor, liberal vs. conservative, etc. Just like adolescents, we're either high or low; there is no middle ground.

After th
sampath krishna
The Culture Code started out as a very promising read with a very interesting concept. However, it did not build on the good start. It purports to enlighten why people around the world live and buy as they do. Sadly, it focuses only on why Americans live and buy as they do, while using Europe (read France) mainly for comparison. As a non-american, I found this focus on America rather limiting and dissatisfying. I would have expected some more case studies from other countries from different cont ...more
Mar 28, 2009 rated it it was amazing  ·  review of another edition
Shelves: educational
This is a super cool book!! Perhaps the writing isn't amazing, but the CONCEPT is fascinating. And it's not very long. And it is interesting to read. I will be thinking about some of the stuff for the rest of my life.

Especially interesting for anyone interested in marketing or advertising. But really interesting just to analyze your own motives and throught processes as well.

I want to own this one just to remember the codes - or maybe I'll just write them all down before I take it back to the l
David Wild
Sep 26, 2012 rated it really liked it  ·  review of another edition
It's a "one idea" book but VERY astute insights into American (and other) culture. Particularly interesting when you've come into that culture from somewhere else.
Tennessee O'Donnell
I really found this extremely interesting and very thought provoking! quite the conversation topic among my friends...
Dmitry Kuriakov
Feb 11, 2015 rated it it was amazing  ·  review of another edition
Shelves: marketing
Одной из самых неоднозначных книг по маркетингу последнего времени я бы назвал книгу Клотера Рапая «Культурный код». Книга соединила два направления: психоанализ и маркетинг. Оба этих направления не являются точно научными дисциплинами и поэтому вызывают многочисленные споры по поводу истинности того или иного подхода. Также как их объединяет то, что некоторые люди считают и психоанализ как таковой и маркетинг, «одним сплошным надувательством, шарлатанством и происками евреев или большого капита ...more
Sep 14, 2017 rated it it was amazing  ·  review of another edition
Jung is doing kickflips in his grave right now.

My dude Rapaille rolls out the premise that we have strong associations that we build in childhood (what a novel concept), and these help us decide what things we'll buy. That would be fine, and if he hoarded this knowledge he could use it to make a trillion dollars and wind up on retainer for, say, half of existing Top 500 companies.

(He is already, that's the joke)

Instead, he publishes this book and lets us use his discoveries as a lens through w
John Petrocelli
Nov 28, 2017 rated it really liked it  ·  review of another edition
Review: Full title is sort of arrogant, and author's writing comes off as if he's is a genius. Granted, the author has some good ideas, but very little of what he claims has been supported empirically. He qualifies his claims by arguing that not everyone adheres to the code - that there is variance in code adherence among the masses. Chapter 7 focuses on the codes for quality and perfection, and it is clearly my favorite. He argues that Americans find perfection boring, signifies the end, and th ...more
Jun 14, 2016 rated it liked it  ·  review of another edition
This is a fascinating book and a very easy read. As I was reading it I thought it could be a good book to start a conversation in an American Culture or Intro Sociology course. In the introduction and first chapter Rapaille lays out his core thesis and theory, such as it is (Chapter One) - though he adds significant further elements in later chapters, particularly the concept of "alibi" in Chapter 9 and the primacy of the "reptilian" in Chapter 4 - and a summary of his research method on which t ...more
Tan Doan
Mar 27, 2017 rated it it was amazing  ·  review of another edition
Many fascinating culture's stories of difference nations were told. Of course, as an American author, he talks most about American. Are there a little bias, a little personal emotion of the author for his country? Maybe, maybe not. But, the most importance thing is: "It gives you a new set of glasses with which you can see the world in a new way."

"I keep thinking that Americans are going to fail terribly sometime soon. How can you succeed when you know so little about how the world works? Someho
Huyền Nguyễn
Mar 12, 2018 rated it really liked it  ·  review of another edition
Đúng như tên gọi "Mật mã văn hoá", quyển sách cung cấp rất nhiều chìa khoá để giải đáp các thắc mắc của mình về những mảng miếng khác nhau trong văn hoá Mỹ. Thông qua quyển sách, nhiều điều trước đây mình đã biết nhg ko hiểu tại sao nay đã có thể sáng tỏ đôi chút.
Tuy vậy, sách cũng chỉ đề cập đến văn hoá Mỹ thôi, à, thỉnh thoảng có thêm văn hoá Pháp vì tác giả lớn lên ở Pháp (thế mà bìa ghi là "Giải mã động cơ mua bán và cách sống của con người trên THẾ GIỚI" cơ đấy!!!). Nhưng thế cũng có cái h
Feb 09, 2017 rated it liked it  ·  review of another edition
Really a 2.5 star book
His assessment of American culture is a bit interesting considering that he considers us to be in our adolescent/rebellious phase as proven by our welcoming of immigrants...even though America has a long history of being rather unwelcoming of immigrants (despite the fact that we are a nation of immigrants). His assessment of why Americans are fat also feels a bit stretching. Frankly, several of the "codes" and facts he claims seem doubtful. For example, he boldly states "Am
Jona Taylor
Mar 01, 2017 rated it it was amazing  ·  review of another edition
Wow! Usually books that cost next to nothing are worth next to nothing. Not this one, Culture Code was the best book I've read in a long time. I only give 5-stars to those books worth reading a second or third time. Even though the book is in the category of business and marketing it is more in the realm of practical anthropology and is definitely worth a second read. The author told us there would be several ah-ha moments in the book and he wasn't kidding. I have a better understanding of Ameri ...more
Feb 18, 2018 rated it really liked it  ·  review of another edition
The Culture Code really opens your eyes to what culture codes you might/might not be living by. Reading this book, you'll also understand various culture codes, which is the unconscious meaning we apply to any given thing. Rapaille writes about some of the interview sessions he had with people that helped him figure out the CODES, including details to support his claim that for the most part, I agree with, and am planning to use in my life to be both on or off code given the situation. This book ...more
Andrea Patrick
Not great. This "ingenious way to understand" people is one guy's musings, as produced by focus groups he's done for his marketing consulting business. Don't get me wrong, it's very interesting. But it's not social science. There's no indication any of his "findings" would be verified by a repeated study. The only thing I agree with is that you can't find out what people think about something or want from something by asking them. Author's answer: Just keep asking and get them to talk about it f ...more
Maxine Hargreaves
Apr 26, 2018 rated it really liked it  ·  review of another edition
Shelves: lybye-2018-love
What a great read. This book is written for an American audience, and also looks at other cultures, including the UK which is where I am.

This book was on the recommended reading list for my Eating Psychology training course, as it looks at the culture on food, movement and fat. However, the book also looks at the culture code on other subjects too including money.

I found it really interesting how different countries can have quite different culture codes on the same topic, and it's given me a lo
Nguyên ngộ ngộ
Với người Pháp, Đức,
Mật mã của xe JEEP là TỰ DO
Đối với người Mỹ,
Mật mã của xe JEEP là NGỰA
Mật mã của GIẤY VỆ SINH là ĐỘC LẬP
Mật mã văn hóa Mỹ của TÌNH YÊU là KỲ VỌNG SAI LẦM
Mật mã văn hóa Mỹ của SỰ QUYẾN RŨ chính là SỰ THAO TÚNG
Mật mã văn hóa Mỹ của TÌNH DỤC là BẠO LỰC
Mật mã của vẻ đẹp trong nền văn hóa Mỹ là CỨU RỖI ĐÀN ÔNG
Mật mã của tình trạng béo mập tại Mỹ là THOÁT LY
Mật mã của bác sĩ ở Mỹ là NGƯỜI HÙNG
Mật mã văn hóa Mỹ của tuổi trẻ là MẶT NẠ
Mật mã của tổ ấm tại Mỹ là tiền tố RE- (reunite, r
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Dr. Clotaire Rapaille began his career as an academic, studying political and social sciences at The Paris Institute of Political Sciences and social psychology at Paris-Sorbonne University.

One of Dr. Rapaille's students urged his father, a Nestlé employee to attend one of Dr. Rapaille's lectures. In his lecture, Dr. Rapaille covered Paul D. MacLean's theory of the reptilian brain and Konrad Loren
More about Clotaire Rapaille
“At the unconscious level, Americans believe that good people succeed, that success is bestowed upon you by God. Your success demonstrates that God loves you.” 13 likes
“Emotions are the keys to learning, the keys to imprinting. The stronger the emotion, the more clearly the experience is learned.” 5 likes
More quotes…