EAN: 9783319650906

CROSS CULTURAL ISSUES IN CONSUMER SCIENCE AND C...

This integrative volume identifies and defines cross-cultural issues in consumer psychology and
consumer science as the world becomes an increasingly global marketplace. An international
panel of experts analyzes current trends in consumer behavior across diverse countries
worldwide and across cultural groups within countries  depicting commonly-used cross-cultural
frameworks and research methods. Beginning with conceptualizing and quantifying culture at the
national level  the volume then moves to individual levels of analysis of consumer
decision-making  examining consumer data as they affect business decisions in marketing
products internationally. The resulting work synthesizes the consumer science  international
business  and consumer psychology literatures for a deeper understanding of all three
disciplines and pathways to future research as cultures interact and tastes evolve.Among the
topics covered: Culture as a driver of individual and national consumer behavior.Consumer
culture-based attitudes toward buying foreign versus domestic products.Country-of-origin
effects: consumer perceptions of international products.The roles of cultural influences in
product branding.Cultural aspects of consumer-brand relationships.Consumer behavior in the
emerging marketplace of subsistence countries.This attention to both national detail and
individual nuance makes Cross-Cultural Issues in Consumer Science and Consumer Psychology an
instructive and highly useful reference for scholars and students in consumer psychology 
cross-cultural psychology  marketing  international business  as well as professionals in these
areas.

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