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Consumer Behavior and Culture: Consequences for Global Marketing and Advertising / Edition 1

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Overview

Consumer Behavior and Culture reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.

reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world.

Key Features:

  • A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing
  • A discussion of consumer behavior theories and cultural variations from around the world
  • Coverage of a number of consumer behavior domains, including explanations of differences in consumption and ownership, all based on empirical evidence
  • In addition to anecdotal evidence, the consequences of branding and marketing communication strategy are presented and analyzed
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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: 9780761926696
  • Publisher: SAGE Publications
  • Publication date: 10/22/2003
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 360
  • Product dimensions: 6.90 (w) x 9.90 (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

Preface
1 Global Consumers in a Global Village? 1
2 Values and Culture 23
3 Convergence and Divergence in Consumer Behavior 51
4 The Consumer: Attributes 93
5 Social Processes 135
6 Mental Processes 183
7 Consumer Behavior Domains 233
8 Applications to Global Marketing and Advertising 287
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