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Handbook of Culture and Consumer Behavior (Hardcover)
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Handbook of Culture and Consumer Behavior (Hardcover)
Series: Frontiers in Culture and Psychology
Expected to ship within 12 - 17 working days
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Research on the influence of culture on consumer decision-making
and consumption behavior has witnessed tremendous growth in the
last decade. With increasing globalization, managers are becoming
increasingly aware that operating in multiple markets is crucial
for firms' survival and growth. As the world's growth engine shifts
from Europe and North America to Asia and Latin America, it has
become apparent that an inward-looking and domestic focus strategy
will not be sustainable in the long run. And success in foreign
markets requires marketers to understand not just what consumers in
these markets need but also how they think, behave, consume, and
purchase. Numerous studies have documented cultural differences in
values and beliefs, motivational orientations, emotions,
self-regulation, and information-processing styles, and the effects
of these cultural variations on consumer behavior such as brand
evaluation, materialism, and impulsive consumption. In this volume,
experts from a variety of disciplines and perspectives trace the
historical development of culture research in consumer psychology
and examine the theoretical underpinnings that account for these
findings and the current state of the field. Collectively, the
chapters provide a forum for researchers to engage in thoughtful
debates and stimulating conversations and offer directions for
future research.
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