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Cross-Cultural Consumer Behavior (Hardcover)
Loot Price: R4,284
Discovery Miles 42 840
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Cross-Cultural Consumer Behavior (Hardcover)
Expected to ship within 12 - 17 working days
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Total price: R4,304
Discovery Miles: 43 040
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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.
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