Katja Gelbrich-Stefan W. Muller-Stanford A. Westjo

Cross-Cultural Consumer Behavior Katja Gelbrich-Stefan W. Muller-Stanford A. Westjo

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.