Cross-Cultural Consumer Behavior

Details

• Authors: Prof. Dr. Katja Gelbrich, Prof. Dr. Stefan Müller and Prof. Dr. Stanford A. Westjohn
• 1 Edition, 2023
• Edward Elgar Publishing
• ISBN 978-1-80392-320-8

 

Ordering the book:

Information and ordering: https://www.e-elgar.com/shop/gbp/cross-cultural-consumer-behavior-9781803923208.html

E-book (free access for students and employees at KU): https://www.elgaronline.com/monobook/book/9781803923192/9781803923192.xml

 

What the book is about:

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.

 

Whom the book is for:

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.