Cross-Cultural Consumer Behavior

Kurzfassung/Abstract

This innovative book unravels the intricate connection between culture and consumer behavior, offering a comprehensive overview of the latest advancements in cross-cultural consumer research. By investigating the impact of culture on the choices consumers make, the book delves into the reasons behind what consumers seek, how they assess products, and the factors influencing their purchasing decisions. Cross-cultural Consumer Behavior explores the nuances of cultural values such as individualism, indulgence, and uncertainty avoidance, elucidating their role in shaping and directing consumers' buying behavior.