Cross-Cultural Consumer Behavior (Paperback)

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.

General

Imprint:	Edward Elgar Publishing Ltd
Country of origin:	United Kingdom
Release date:	May 2023
Authors:	Katja Gelbrich • Stefan W. Müller • Stanford A Westjohn
Dimensions:	234 x 156mm (L x W)
Format:	Paperback
Pages:	540
ISBN-13:	978-1-80392-320-8
Categories:	Books > Social sciences > General Books > Business & Economics > Economics > General Promotions
LSN:	1-80392-320-2
Barcode:	9781803923208

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