Consumer Behavior and Culture
Consequences for Global Marketing and Advertising
- A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour.
- Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research.
- All data, charts, tables and additional material have been updated
| Global Consumers in a Global Village? |
| Globalization and Global Consumer Culture |
| Converting and Diverging Consumer Behavior |
| Post-Scarcity Societies and the Culture Paradigm |
| Global Communities? |
| New Media |
| Universalism |
| Sense of History |
| Branding and Advertising: From Global to Multi-Local |
| Consumer Behavior |
| A Model of Cross-Cultural Consumer Behavior |
| Organization of the Book |
| Conclusion |
| Notes |
| Values |
| Culture Defined |
| Comparing Cultures |
| National Cultures |
| Dimensions of Culture |
| Relationship of Man With Nature |
| High-Context Communication Culture and Low-Context Communication Culture |
| Dimensions of Time |
| Hofstede: Five Dimensions of National Culture |
| Schwartz: Seven Value Types or Motivational Domains |
| Comparing Dimensional Models |
| Application to Consumer Behavior |
| Culture Relationships |
| Conclusion |
| Notes |
| Convergence Theory |
| Modernization |
| Convergence: Macro and Micro Level |
| Convergence/Divergence in Consumer Behavior |
| National Wealth as an Explaining Variable |
| Over Time, Culture Replaces Income as an Explanatory Variable |
| With Increased Wealth, Cultural Values Become Manifest |
| Other Measurement Variables |
| Urbanization |
| Population Density |
| Education |
| Age Distribution |
| Household and Family |
| Social Class |
| Ethnicity |
| Climate |
| Consumer Behavior, National Wealth, and Culture |
| Conclusion |
| Notes |
| The Concept of Self |
| Implications for Marketing, Branding, and Advertising |
| Self-Enhancement and Self-Esteem |
| Personality |
| The Brand Personality Concept |
| Personal Traits |
| Brand Personality Traits |
| Identity and Image |
| Corporate Identity, Brand Identity, and Brand Image |
| Attitude |
| Attitude and Behavior |
| Lifestyle |
| Conclusion |
| Notes |
| Motivation, Needs, and Drives |
| Culture-Related Consumer Needs and Motives |
| Emotion |
| Emotions in Advertising |
| Group Processes |
| Family and Relationships: Parents-Children |
| Conformity |
| Public and Private Space |
| Reference Groups |
| Opinion Leaders |
| Conclusion |
| Notes |
| Cognition and Cognitive Styles |
| Learning and Memory |
| Cognition and Affect |
| Language |
| Categorization |
| Perception |
| The Creative Process |
| Attribution |
| Locus of Control |
| Information Processing |
| Involvement Theory |
| Decision Making |
| Conclusion |
| Notes |
| Communication and Culture |
| Communication Styles |
| Mass Communication Styles |
| Advertising Styles |
| Web Communication Styles |
| Media Behavior |
| The Internet |
| Responses to Marketing Communications |
| Brand Communications Across Cultures |
| The Future of Global Advertising |
| Conclusion |
| Notes |
| Product Acquisition, Usage, and Ownership |
| Food and Beverages |
| Nondurable Household Products |
| Personal Care and Cosmetics |
| Clothing and Footwear |
| Household Appliances |
| Consumer Electronics and Personal Computers |
| Telecommunications |
| Luxury Articles |
| Cars |
| Leisure |
| Finance |
| Shopping and Buying Behavior |
| Complaining Behavior |
| Brand Loyalty |
| Adoption and Diffusion of Innovations |
| Predicting Market Development Across Cultures |
| Conclusion |
| Notes |
Difficult to find the right textbook for a course in consumer behaviour and culture. However, this was the best we could find. Material, examples, and facts somewhat outdated though, but Hofstede's framework on cultural dimensions creates a good foundation for this text book and its theories.
Nice culmination of information for my new PG International Marketing and Customers module
I like the book and its richness to combine, culture and consumer behaviour.
It is an essential supplementary book for my course. However, for the courses that has culture as a core part i would recommend the book.
Qeis Kamran
The book gives a good basis for the better understanding of consumer behavior theories through cultural examples. The structure is clear and figures help digesting the psychological oriented themes as well. It will be a good help for the students' project work and supporting thesis work.
This book provides great insights for students as well as scholars interested in the field of consumer behaviour in a marketing or advertising context.
we are using Global Marketing and Advertising of de Mooij
Useful, particularly as my course adopts cultural perspectives.
The focus on culture and core consumer behavior theories with around-the-world applications might bring more in-depth and interesting discussions than the other book, Global Marketing and Advertising: Understanding Cultural Paradoxes, which students found harder to understand.
Good examples and case studies. Has feature already in lectures.
Excellent book