Description: Cross-cultural Consumer Behavior, Paperback by Gelbrich, Katja; Müller, Stefan; Westjohn, Stanford A., ISBN 1803923202, ISBN-13 9781803923208, Brand New, Free shipping in the US This cutting-edg 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, th 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.
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Book Title: Cross-cultural Consumer Behavior
Number of Pages: 520 Pages
Publication Name: Cross-Cultural Consumer Behavior
Language: English
Publisher: Elgar Publishing, Incorporated, Edward
Item Height: 1.1 in
Subject: Marketing / General, Consumer Behavior, Commerce
Publication Year: 2023
Type: Textbook
Item Weight: 27.7 Oz
Item Length: 9.1 in
Subject Area: Business & Economics
Author: Stefan W. Müller, Katja Gelbrich, Stanford A. Westjohn
Item Width: 6.5 in
Format: Trade Paperback
