Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

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

Author: Marieke K. De Mooij
Publisher: Sage Publications, Inc
Published: 09/26/2003
Pages: 360
Binding Type: Hardcover
Weight: 1.74lbs
Size: 10.28h x 7.28w x 0.97d
ISBN: 9780761926689

About the Author
de Mooij, Marieke: - 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.De Mooij, Marieke K.: - 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.