Consumer Behavior and Culture: Consequences for Global Marketing and Advertising
The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow's marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
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American Appendix Asia Asian associations attitudes brand brand personality buying Chapter China Chinese cognitive collectivism collectivistic cultures concept consumer behavior consumption context convergence Cross-Cultural Psychology developed dimensions economic emotions Eurobarometer Europe European Eurostat example explains differences explains variance feminine cultures Figure Flash EB Germany GNI per capita GNI/cap high power distance high uncertainty avoidance Hofstede Hofstede’s important in-group individualism individualistic cultures influence International Marketing Internet Japan Japanese Journal of Advertising Journal of Cross-Cultural Korean language lifestyle locus of control low power distance low uncertainty avoidance masculine cultures mobile phone motives Netherlands NRC Handelsblad one’s ownership people’s percentages power distance cultures Reader’s Digest relationship responses role similar social societies Spain sumer survey television tend tures uncertainty avoidance cultures United Kingdom usage values variables vary versus visual wealth Western whereas