Consumer Behavior and Culture - Consequences for Global Marketing and Advertising

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people's relationships with others.

List of contents

Preface
Chapter 1: Consumer Behavior Across Cultures
Chapter 2: Values and Culture
Chapter 3: Convergence and DIvergence in Consumer Behavior
Chapter 4: The Consumer: Attributes
Chapter 5: Social Processes
Chapter 6: Mental Processes
Chapter 7: Culture, Communication, and Media Behavior
Chapter 8: Consumer Behavior Domains

About the author

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Summary

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.

Product details

• Authors: Marieke De Mooij, Marieke K. De Mooij, Marieke de Mooij
• Assisted by: Marieke De Mooij (Editor)
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 31.08.2019
• EAN: 9781544318165
• ISBN: 978-1-5443-1816-5
• No. of pages: 472
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / International / Marketing, Sales & marketing, Sales and marketing