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Global Perspectives in Cross-Cultural and Cross-National Consumer Research (Hardcover)
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Global Perspectives in Cross-Cultural and Cross-National Consumer Research (Hardcover)
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Global Perspectives in Cross-Cultural and Cross-National Consumer
Research deals with several important issues crucial for greater
understanding of international and cross-cultural consumer
behavior. This understanding in turn can provide international
marketers with valuable insights, such as conditions under which
globalization may or may not work. The coverage in this book is
interdisciplinary in nature, and the chapters discuss several
constructs (intermediary variables, processes, and also other
environmental influences) related to social, personal, and
psychological components or consequences of culture.The book begins
with a conceptual model of the effect of culture on consumer
behavior, with the components and consequences of the cultural
influences clearly identified in terms of social, personal, and
psychological factors. The following chapters discuss general
issues related to globalization and standardization, present
conceptual approaches to propositions relating to multicultural
contexts, and address consumer complaining behavior and responses
to advertising. There are five chapters on empirical and
methodological studies conducted in specific pairs of countries,
with data obtained from Canada, Denmark, Japan, Germany, Poland,
Romania, and the United States. In presenting readers with new
information, Global Perspectives in Cross-Cultural and
Cross-National Consumer Research spans these specific topics: the
nature of cultural influence on consumer behavior globalization
versus customization of international marketing strategy
individualism versus collectivism right versus left symbolism
product involvement consumer response to information technology
interdependent versus independent culturesThe contributors are
well-known scholars in the international/cross-cultural marketing
field; their chapters present state-of-the-art developments in this
area. The coverage of the material is interdisciplinary in nature
and is likely to benefit a broad audience, especially academic
researchers in international or cross-cultural consumer research
and librarians of research-oriented schools, universities, or
organizations.
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