Overview

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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9781803923208

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Reviews

'This is a very much needed, well-thought, and well-written book on cross-cultural consumer behavior. The authors have done an excellent job in covering practically all topics relevant to understanding consumer behavior in a cross-cultural context. Importantly, they have done so in a systematic and engaging way. A great addition to the literature and a great source for students and researchers alike.' -- Adamantios Diamantopoulos, University of Vienna, Austria

Author Information

Katja Gelbrich, Full Professor of Business Administration and International Management, Catholic University of Eichstaett-Ingolstadt, Stefan W. Müller, Emeritus Professor of Marketing,Technical University of Dresden, Germany and Stanford A. Westjohn, Associate Professor of Marketing and International Business, University of Alabama, US

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