Marketing professor Marcus Collins' new book, "For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be," offers ways to define the amorphous thing we call "culture." 

So often, when we interact with a culture we don't understand, "we rely on instinct [and] ego, we villainize them," Collins said.

"For The Culture" not only offers definitions, but outlines the power of culture to shape our perceptions of ourselves, and each other. 

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