Cross-Cultural Consumer Behavior

By: Katja Gelbrich, Stefan W. Mueller, Stanford A. Westjohn

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Paperback | 26 May 2023

At a Glance

Paperback
520 Pages

Dimensions(cm)
23.4 x 15.6 x 3.18

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$120.75

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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.

Industry Reviews

'This is a very much needed, well-thought, and well-written book on cross-cultural consumer behavior. The authors have done an excellent job in covering practically all topics relevant to understanding consumer behavior in a cross-cultural context. Importantly, they have done so in a systematic and engaging way. A great addition to the literature and a great source for students and researchers alike.' -- Adamantios Diamantopoulos, University of Vienna, Austria

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