Cross-Cultural Consumer 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.

Contents:

PART I CONCEPTS AND MODELS OF CROSS-CULTURAL CONSUMER RESEARCH 1. From economic man to cultural man: an introduction 2. Basics of consumer behavior 3. Models of consumer behavior 4. Universalism/relativism debate 5. Global trends in consumer behavior PART II MAIN FEATURES OF CROSS-CULTURAL RESEARCH 6. Understanding of terms 7. Layered models 8. Theories and operationalizations 9. Problems and weaknesses of cross-cultural research PART III BASICS OF CONSUMER BEHAVIOR 10. Perception 11. Thinking and information processing 12. Attitudes 13. Motivation 14. Emotions 15. Personality 16. Behavior and prediction of behavior PART IV CONSUMER BEHAVIOR IN CROSS-CULTURAL COMPARISON 17. Information search 18. Criteria for purchase decisions 19. Attitudes 20. Price perception and willingness to pay 21. Choice of shopping locations and sales channels 22. Purchase intention and purchase decision 23. Post-purchase behavior 24. Regret: cognitions and emotions after the purchase References Index