Cross-cultural consumer Behavior
Details
- Authors: Prof. Dr. Stefan Müller and Prof. Dr. Katja Gelbrich
- 1 Edition, 2021
- Vahlen Publishing House, Munich
- ISBN 978-3-8006-6181-7
Ordering the book:
What the book is about:
Latte macchiato, iPhone, Instagram: Although some global products and services have been proliferating throughout the world, the "global consumer" and his/her unified needs may remain a myth for a long time to come. As cross-cultural research shows, consumer behavior is still shaped by the respective socio-cultural environment.
Cross-consumer research is predominantly based on G. Hofstede's six cultural dimensions, which include individualism vs. collectivism, power distance, uncertainty avoidance, masculinity vs. femininity, pragmatic vs. normative orientation, and indulgence. This is the first German textbook that comprehensively describes how and why national culture affects consumer behavior.
Table of contents (short version):
A Concepts and Models of Cross-Cultural Consumer Research
1 From the Economic Man to the Cultural Man: An Introduction
2 Basics of Consumer Behavior
3 Models of Consumer Behavior
4 Universalism/Relativism Debate
5 Global Trends in Consumer Behavior
B Basics of Cross-cultural Research
1 Basic Terms
2 Layer Models
3 Theories & Operationalizations
4 Problems & Weaknesses of Cross-cultural Research
C Basics of Consumer Behavior
1 Perception
2 Thinking & Information Processing
3 Attitudes
4 Motivation
5 Emotions
6 Personality
7 Behavior & Prediction of Behavior
D Consumer Behavior in Cross-cultural Comparison
1 Information Search
2 Criteria for the Purchase Decision
3 Attitudes
4 Price Perception and Willingness to Pay
5 Choice of Retail Channel
6 Purchase Intention& Purchase Decision
7 Post-purchase Behavior