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Cross-Cultural Consumer Behavior
Katja Gelbrich • Stefan W Mller • Stanford A Westjohn
Inbunden
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- Pocket/Paperback 909:-
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.
- Format: Inbunden
- ISBN: 9781803923185
- Språk: Engelska
- Antal sidor: 520
- Utgivningsdatum: 2023-05-26
- Förlag: Edward Elgar Publishing Ltd