Functional equivalence refers to the role or function that behavior plays in different cultures. One cannot assume that behaviors play the same role or function across cultures; therefore, assumptions made about the function of behavior in a cultural group must be verified. This concept extends to include the differences in people's perceptions about, and responses to, a particular product or activity according to their cultural features. The value that is placed on products or social activities can be culture sensitive and the exact purpose that each serves across national and cultural bo…
