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.
Katja Gelbrich & Stefan W. Muller
Cross-Cultural Consumer Behavior [PDF ebook]
Cross-Cultural Consumer Behavior [PDF ebook]
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语言 英语 ● 格式 PDF ● ISBN 9781803923192 ● 出版者 Edward Elgar Publishing ● 发布时间 2023 ● 下载 3 时 ● 货币 EUR ● ID 9083447 ● 复制保护 Adobe DRM
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