The American Advertising Icon the Marlboro Man Is Most Often

The American advertising icon the Marlboro Man is most often pictured alone. He's out roping and branding and riding and smoking and doing whatever manly things he wants to do, whenever he wants to do them. It could be said that he embodies the American spirit of individualism. When rolling out the Marlboro Man to different cultures, it is important to see how people react to this image. Research into ____ would be the most important type of research to conduct.

A) economic conditions
B) demographics
C) values
D) customs and rituals
E) product use and preferences