Consumer Behavior and Culture: Consequences for Global Marketing and Advertising / Edition 2

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The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.

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Editorial Reviews

Geert Hofstede
"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."
Sushobhan Mukherjee
"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country , all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena."
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Product Details

  • ISBN-13: 9781412979900
  • Publisher: SAGE Publications
  • Publication date: 9/29/2010
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 403
  • Sales rank: 652,461
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

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Table of Contents

1. Consumer Behavior Across Cultures
Global Consumers in a Global Village?
Globalization and Global Consumer Culture
Converting and Diverging Consumer Behavior
Post-Scarcity Societies and the Culture Paradigm
Global Communities?
New Media
Sense of History
Branding and Advertising: From Global to Multi-Local
Consumer Behavior
A Model of Cross-Cultural Consumer Behavior
Organization of the Book
2. Values and Culture
Culture Defined
Comparing Cultures
National Cultures
Dimensions of Culture
Relationship of Man With Nature
High-Context Communication Culture and Low-Context Communication Culture
Dimensions of Time
Hofstede: Five Dimensions of National Culture
Schwartz: Seven Value Types or Motivational Domains
Comparing Dimensional Models
Application to Consumer Behavior
Culture Relationships
3. Convergence and Divergence in Consumer Behavior
Convergence Theory
Convergence: Macro and Micro Level
Convergence/Divergence in Consumer Behavior
National Wealth as an Explaining Variable
Over Time, Culture Replaces Income as an Explanatory Variable
With Increased Wealth, Cultural Values Become Manifest
Other Measurement Variables
Population Density
Age Distribution
Household and Family
Social Class
Consumer Behavior, National Wealth, and Culture
4. The Consumer: Attributes
The Concept of Self
Implications for Marketing, Branding, and Advertising
Self-Enhancement and Self-Esteem
The Brand Personality Concept
Personal Traits
Brand Personality Traits
Identity and Image
Corporate Identity, Brand Identity, and Brand Image
Attitude and Behavior
5. Social Processes
Motivation, Needs, and Drives
Culture-Related Consumer Needs and Motives
Emotions in Advertising
Group Processes
Family and Relationships: Parents-Children
Public and Private Space
Reference Groups
Opinion Leaders
6. Mental Processes
Cognition and Cognitive Styles
Learning and Memory
Cognition and Affect
The Creative Process
Locus of Control
Information Processing
Involvement Theory
Decision Making
7. Culture, Communication, and Media Behavior
Communication and Culture
Communication Styles
Mass Communication Styles
Advertising Styles
Web Communication Styles
Media Behavior
The Internet
Responses to Marketing Communications
Brand Communications Across Cultures
The Future of Global Advertising
8. Consumer Behavior Domains
Product Acquisition, Usage, and Ownership
Food and Beverages
Nondurable Household Products
Personal Care and Cosmetics
Clothing and Footwear
Household Appliances
Consumer Electronics and Personal Computers
Luxury Articles
Shopping and Buying Behavior
Complaining Behavior
Brand Loyalty
Adoption and Diffusion of Innovations
Predicting Market Development Across Cultures
Appendix A: GNI per Capita at Purchasing Power Parity 2008 (US$) and Hofstede Country Scores for 68 Countries
Appendix B: Data Sources
Name Index
Subject Index
About the Author

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