Cross-Cultural Consumer Behavior
- ISBN-10
- 1803923180
- ISBN-13
- 9781803923185
- Language
- English
- Published
- 2023-05-28
- Publisher
- Edward Elgar Publishing
- Authors
- Katja Gelbrich, Stefan Müller, Stanford A. Westjohn
Description
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.
