Cross-Cultural Consumer Behavior

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Synopsis

This cutting-edge book unpacks the relationship between culture and consumer behavior to present the state-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase, Cross-Cultural Consumer Behavior explains why and how cultural values such as individualism, indulgence, or uncertainty avoidance influence consumers’ buying behavior.With a balanced approach, the book explores not only how cultural differences between countries shape our decisions but also outlines the basic concepts of cross-cultural consumer research, the measurement of cultural values proposed in the Hofstede, Schwartz and GLOBE models, and the psychological foundations of culture-specific consumer behavior. Based on these conceptual foundations, the authors explain how cultural values shape consumers’ buying processes, from information searches through post-purchase behavior.This book will be valuable to researchers and students of international business, global marketing, and consumer behavior. Cross-Cultural Consumer Behavior will also be relevant for marketing practitioners and international marketing agencies.

Book details

Author:
Katja Gelbrich, Stefan W. Müller, Stanford A. Westjohn
ISBN:
9781803923192
Related ISBNs:
9781803923185
Publisher:
Edward Elgar Publishing
Pages:
N/A
Reading age:
Not specified
Includes images:
No
Date of addition:
2023-05-28
Usage restrictions:
Copyright
Copyright date:
2023
Copyright by:
N/A 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction, Sociology