Cross-cultural consumer behavior

"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 cu...

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Bibliographic Details
Main Authors: Gelbrich, Katja, Müller, Stefan (Author), Westjohn, Stanford A. (Author)
Format: eBook
Language:English
Published: Northampton Edward Elgar Publishing 2023, 2023
Subjects:
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Collection: Edward Elgar eBooks Collection Business & Economics - Collection details see MPG.ReNa
Description
Summary:"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"--
Physical Description:520 pages
ISBN:9781803923192