|Marieke de Mooij|
|© 2004||360 pages||SAGE Publications, Inc|
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"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."
--Geert Hofstede, Institute for Research on Intercultural Cooperation, the Netherlands
Consumers worldwide are not the same, and the differences in consumer behavior between countries are increasing. Because all aspects of consumer behavior are culture-bound, and not subject merely to environmental factors but integrated in all of human behavior, there is an increased need to identify and understand this integration and its impact on global marketing and advertising. Consumer Behavior and Culture: Consequences for Global Marketing and Advertising is the first book to present an empirically based model for integrating culture with consumer behavior.
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.
* 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
Perfect for students and practitioners in marketing and advertising, this book is designed to meet the needs of those wishing to view consumer behavior from a global cultural perspective. It is also ideal for those emphasizing the role of minority groups as well as increased multicultural sensitivity in their marketing and advertising strategies.